Infutor Acquires Ruf Strategic Solutions Accelerating Its Consumer Identity, Analytics and Intelligence Market Position

By MTS Staff Writer On Dec 12, 2018

Strategic Acquisition Expands Infutor’s Intelligence and Segmentation Capabilities, Enabling Marketers to Use Identities, Attributes and Analytics for Consumer Acquisition, Retention and Optimization

Consumer identity management expert Infutor announced that it has acquired Ruf Strategic Solutions, a Kansas City-based marketing intelligence and automation provider. Integrating Ruf’s extensive suite of consumer analytics, featuring thousands of consumer lifestyles and unique audience segments, with Infutor’s real-time identities and attribute-driven profiles will enrich Infutor’s consumer identity management product suite and accelerate its delivery of analytics and segmentation, monitoring and other intelligence-driven solutions.

The combination of the two companies will offer marketers a deeper understanding of their consumers to optimize data-driven business decisioning for their acquisition, retention and optimization strategies. Ruf will help Infutor extend its expertise beyond the identity of the consumer who is engaging with brands, using richer insights into the why and how of consumer engagement. Infutor will bring real-time consumer identities and attribute-driven profiles to Ruf’s marketing intelligence offerings. Adding Infutor’s complete consumer contact information (name, address, phone, email) and digital identity markers to drive online and social targeting will enhance Ruf’s customer profiling, segmentation, custom modeling and CRM/marketing automation solutions.

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“Individually, each organization has seen a growing market need for a complete solution that integrates foundational consumer identity management with powerful marketing analytics and segmentation to give brands a full suite of identities, attributes, and consumer intelligence in one place,” said Gary Walter, CEO of Infutor. “Adding Ruf’s talent and technology to the Infutor team and solution set will fuel our identity management momentum and enable us to deliver more actionable intelligence and value for our combined current and future clients.

With deep roots in information services and analytics, the two organizations served as long-time partners. The acquisition and forthcoming integration will deliver increased value to each company’s respective solutions across the lead generation, martech, travel and tourism, auto, real estate, insurance and healthcare markets, among others.

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“This is an exciting time in Ruf history as we join Infutor to expand our offerings. Our combined solutions will enable delivery of robust consumer insight, enhance our marketers’ reach and improve omnichannel engagement through comprehensive data solutions for every step of the customer journey,” said Jake Ruf II, CMO of Ruf Strategic Solutions. “Our synergies bring together critical consumer identities and real-time marketing intelligence – both of which are imperative to being successful in today’s fast paced omnichannel marketing disciplines.

The combined team will continue to grow its operational footprint in Kansas City, Chicago, Florida and Costa Rica.

This acquisition follows a strategic investment by leading growth equity firm Norwest Venture Partners. Since that time Infutor has nearly doubled its revenues and grown its product suite and employee base. As a rising star in a dynamic industry, Infutor has received a number of accolades for its collaborative workplace culture and its innovative products. This year Infutor was named to the Top 20 on Crain’s Top Places to Work in Chicago; was a finalist for Best Tech Work Culture for the Chicago Timmy Awards; its ID Ver solution was honored as a SIIA Codie Finalist in the best business information or data delivery category; and its ID Max solution won a PACE Technovation Award for innovation in customer engagement.