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Bristol cloud data platform sold to US-based Upland Software for more than $51 million

3 March 2021
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Bristol-based BlueVenn has been acquired by Austin, Texas-based Upland Software Inc., a Nasdaq listed leader in cloud-based digital transformation software in a deal worth $51.9 million.

Jack McDonald, chairman and CEO of Upland, said: “BlueVenn is a highly strategic acquisition and a big step forward for Upland in the Customer Experience (CX) category.

"Centralizing customer data has been a persistent challenge for enterprises since today's digital consumer uses text, email, mobile applications, and websites to interact with the brands, products, and services they love. BlueVenn will sit at the centre of our Customer Experience Management (CXM) offering and deliver a single view of the customer that will drive better engagement across every digital channel.”

BlueVenn currently provides its global customer base, which includes among many others Gannett, Subaru UK, and The American Automobile Association, with the ability to securely access all of their online and offline consumer data sources – from in-store to email to mobile - in one centralized location. This unified view unlocks unique insights into crucial buying behaviours and makes them actionable, which allows companies to optimize omnichannel marketing campaign performance.

Andrew Edmiston, managing director of Subaru UK, said: “As our dealership network grew, each one respectively managing their consumer information, we began noticing discrepancies in our data. Consumers either moved or were interested in different vehicle types, and we had no way to track and verify that information, which meant we were losing critical moments to engage.

"With BlueVenn, we were able to unify our consumer database across our dealerships and then segment that information to create a stronger national marketing engagement strategy, which tripled our test drives and ultimately doubled our sales.”

With a unified consumer database sitting at the center of Upland’s CXM product suite, customers will have the power to reach their consumers where they are,

Steve Klin, CEO of BlueVenn, said: “Over the last seven years, BlueVenn and Upland have built a very successful partnership, integrating our technologies to provide incredible value to our mutual customers. By now joining Upland, we are helping marketers around the globe elevate their customer engagement capabilities. I’m proud of what the BlueVenn team has built and look forward to the next evolution of this market at Upland.”


Nicky Godding is editor of The Business Magazine. Before her journalism career, she worked mainly in public relations moving into writing when she was invited to launch Retail Watch, a publication covering retail and real estate across Europe.

After some years of constant travelling, she tucked away her passport and concentrated on business writing, co-founding a successful regional business magazine. She has interviewed some of the UK’s most successful entrepreneurs who have built multi-million-pound businesses and reported on many science and technology firsts.

She reports on the region’s thriving business economy from start-ups, family businesses and multi-million-pound corporations, to the professionals that support their growth and the institutions that educate the next generation of business leaders.

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