The purchase  follows a partnership that embedded dunnhumby customer data science into the Aptaris solution. Dunnhumby had taken an equity stake in Aptaris in 2016.

The dunnhumby Enterprise Promotions Management platform combines its customer data science-driven forecasting with Aptaris’ workflow and vendor management. It gives clients all the information needed to plan, deliver and measure a promotion within merchant and vendor teams.

Tom O'Reilly, CEO of Aptaris, will now be a strategic consultant for dunnhumby. Other senior team members of Aptaris, William Morrell, chief Technology officer; Krista Gettle, senior vice-president of product management and delivery; and John O’Reilly, senior vice-president of sales and marketing will take key executive positions at dunnhumby.

With the acquisition, dunnhumby also gains a team and office in Rochester, New York.

Guillaume Bacuvier (pictured), CEO of dunnhumby, said: “This acquisition is a pivotal step for us in our goal to be the world’s leading customer data science company by enabling retailers around the globe to increase revenue and profits by delivering exceptional experiences for their customers. We look forward to using our synergies and combined assets to take our customer data science platform to the next level of innovation.”