Hasta La Creative!

Epsilon is going through changes as it continues working towards integrating Conversant, the company formerly known as Valueclick, which it purchased it for $2.3 billion in September. That acquisition was in part about Conversant’s ability to make cross-channel targeting — specifically in mobile — more viable for the data-services company. Today, Epsilon is dead set on updating what Conversant has to offer to help clients make better use of their first-party data.

That means de-emphasizing the less-valuable aspects of Conversant’s business that have become commoditized. In an earnings call yesterday, Ed Heffernan, president-CEO of Epsilon parent company Alliance Data Systems, discussed plan to move Conversant into the modern digital-data era.

“It’s a very deliberate transformation,” he said. “We’re going to be focused on those businesses where that real rich first-party data will be driving the offerings and the more commodity-like businesses we will be de-emphasizing.”

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