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ITA Group Continues Engagement Roll-Up Strategy

ITA Group Employee-owned, Des Moines-based ITA Group continues its strategy of purchasing companies in various aspects of the engagement space worldwide.
ITA Group has announced the acquisition of HTK Limited, a cloud-based software-as-a-service (SaaS) provider based in Ipswich, UK. Together, the “companies can offer a custom-crafted customer loyalty and engagement solution for every client,” according to the press release.
Last year, ITA Group purchased London-based experiential learning company NKD, which provides “clients around the world with next-generation employee engagement and experiential learning solutions across key service areas, including strategic consulting, leadership development, employee engagement and onboarding, communications, performance management, culture change, DEI and skills development.” In 2017, ITA Group purchased market research and strategy firm Chadwick Martin Bailey (CMB). In 2018, it purchased Hartmann Studios, an experiential design and production company.
HTK, its most recent acquisition, reportedly “empowers brands with innovative data insights, machine learning and the agility needed to meet today’s changing customer demands and evolving loyalty landscape. The HTK Horizon cloud technology is a highly configurable multi-tenant SaaS platform with numerous capabilities that enable businesses to increase customer value through two-way engagement, insight-driven promotions and personalized loyalty.”
According to a company statement, the platform includes:
  • Customer loyalty management and retention capabilities
  • Real-time promotions management and self-service segmentation tools
  • Automated and orchestrated multi-channel customer messaging
  • Machine learning and AI-driven data insights that power personalization
“Recently recognized for its customer loyalty and engagement technology as part of Forrester’s ‘The Loyalty Technology Solutions Landscape,’ the technology is now embedded in ITA Group’s customer solutions, empowering brands with innovative data insights, machine learning and loyalty marketing solutions.”
Explains Chris Jones, Senior Vice President of Customer Solutions at ITA Group, “The HTK acquisition represents an important step forward in enhancing our capability to create unique, data-driven loyalty and engagement solutions. Our customer solutions forge a strong emotional connection between brands and their customers through data and technology, strengthening our ability to deliver even more synergy between strategy and execution…With the addition of HTK to the ITA Group family of companies, brands with audiences anywhere in the world can use this technology within weeks to start creating deeper customer relationships, resulting in increased customer lifetime value.”

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