Tech acquisition news : Indian IT company Wipro has acquired a minority stake worth $9.9 million in Harte Hanks, a US marketing services company based in Texas.

Harte Hanks specializes in omni-channel marketing solutions. These include consulting, strategic assessment, data, analytics, contact center, digital, social, mobile, print and direct mail.

Wipro investment in Harte Hanks is expected to expand their existing partnership to provide end-to-end marketing technology services to clients.

Through their existing collaboration, Harte Hanks and Wipro are marketing Signal Hub, an end-to-end big data analytics platform from Opera Solutions for large enterprises. The Signal Hub platform enables clients to produce a contextually relevant and personalized customer experience.

Commenting on Wipro investment in Harte Hanks, Srini Pallia – President of Wipro Consumer Business Unit, said: “Wipro’s investment in Harte Hanks reflects our continued commitment to offer leading-edge marketing technology and digital services that cater to the needs of Chief Marketing Officers and marketing professionals, across industry segments.

“This investment strengthens our existing partnership with Harte Hanks and enables us to address a key industry challenge by offering ‘Marketing as a Service’.”

Wipro says that its expertise in industry verticals, cognitive & analytical capabilities and process automation in combination with the agency expertise, MarTech capabilities, customer insights and customer experience offerings of Harte Hanks will provide exceptional value to clients.

Further, Wipro says that in the digital world, marketers would need deep understanding of their customers to provide an engaging personalized experience.

For this, the Indian IT company says that large-scale investments in customer data, marketing tools and a technology stack are needed.

Wipro believes that alongside Harte Hanks, it empowers marketing professionals target and engage their customers in a holistic way through their comprehensive solution.

Karen Puckett – CEO of Harte Hanks, commenting on Wipro investment in Harte Hanks, said: “Brands are now defined by the blend of all the experiences they deliver to their customers. Understanding the journey is the starting point, and it is marketing technology that facilitates the proper interactions at scale.

“Enterprises and brands are working hard to better understand their customer’s buying journey and are deploying technology to help them interact with customers in relevant, meaningful ways. However, CMOs are increasingly concerned about marketing’s capability to acquire and manage technology effectively. This partnership squarely addresses those opportunities.”

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