The acquisition of Direct Options rounds out Vya’s integrated marketing resource management solution set, positioning the company to effectively address the increasing data marketing
Vya, a leading provider of simplified marketing execution for distributed organizations, announced it has acquired Direct Options, a leading customer data and analytics firm. This acquisition expands Vya’s marketing resource management solution set with the addition of marketing data management and analysis, and provides opportunities to introduce Direct Options’ capabilities to new industry segments.
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Since its launch in 1993 as a wholesale provider of copy services to the printing trade, Vya has successfully navigated a changing marketplace. The company has evolved into a provider of end-to-end marketing resource management solutions designed to help companies customize, localize and efficiently manage their marketing, messaging and materials for more relevance and impact.
The acquisition of Direct Options is the latest step in Vya’s evolution, enabling the company to accelerate its strategic vision to provide a closed loop solution encompassing market analytics, campaign execution, performance analysis and optimization of future campaigns for greater overall business success.
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“Data is going to drive marketing in the future, even more than it does today,” said Jay Brokamp, CEO, Vya. “As we look at the longer-term impacts of COVID-19, businesses of the future will likely operate with more remote workforces comprised of fewer people. As companies focus on their core competencies, they’ll be looking for vendor partners that can do more for them. The acquisition of Direct Options allows us to participate in providing clients the data necessary to drive their marketing in an economy that has been redefined by the events of 2020.”
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