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Groupon buys big data firm Adku in bid to improve personalisation
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Groupon is buying Adku, a firm that analyses big data to create personalised shopping experiences for consumers on e-commerce sites such as Amazon, in a deal rumoured to be worth USD10m. Launched in 2010, Adku is one of a growing number of startups that use consumer data, such as geo-location and online browsing behaviour, to create tailored online shopping services, including product recommendations and trends. Groupon is just the latest tech company to snap up a big data analytics startups, as consumer-facing services attempt to leverage data to better target consumers. Personalisation is acutely important to Groupon as it strives to boost engagement with its site and prove its value to investors as questions continue over its long-term success.
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