Yell Data currently provides access to more than 1.6m UK business records for targeted direct mailing and telemarketing campaigns.
All services previously offered by Yell Data will now be available through Experian's B2B Marketing team and the acquisition positions Experian's National Business Database as the most comprehensive business information database for B2B direct marketing in the UK.
Richard Lloyd, director of B2B marketing at Experian, said: "This acquisition is central to our strategy for growth and we are continuing to invest heavily in new technology, people and innovative value-added products to provide our customers with the best B2B marketing products and services."
He added: "The acquisition will bring to Experian a wealth of experience from the people at Yell Data, who will be joining our existing B2B marketing team. Their expertise was a key factor in the acquisition and we are very pleased to have them on board."
According to Experian, the addition of Yell Data to its existing National Business Database will provide an unrivalled level of B2B marketing information.
The disposal of the business by Yell allows it to concentrate on its business of printed directories, which the company has been substantially expanding over the past 18 months in the US where it owns Yellow Book and Yellowbook.com.
John Condron, chief executive of Yell, said: "Against this background, we conducted a full review of our portfolio and decided that the long-term interests of Yell Data are best served by its sale to Experian, which has the industry knowledge and experience to further develop its potential.
"Yell Data is a successful and well-established business and its sale is an
excellent opportunity, both for its people and for its customers," he said.
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