A consortium led by Deutsche Private Equity has sold Webtrekk to Mapp, a portfolio company of Marlin Equity Partners
Lincoln International acted as the exclusive financial advisor to DPE and the other shareholders working closely with the DPE deal team throughout the sale process. Lincoln International was instrumental in identifying Marlin and their portfolio company Mapp as the ideal buyer with a strong strategic rationale and immediate synergies. This insight was based on intimate knowledge of the marketing technology and services space and an ongoing dialogue with key market participants. Lincoln International’s services included providing advisory expertise and managing the preparatory, marketing, negotiation and due diligence phases of the transaction as well as the day-to-day execution.
Webtrekk is one of the leading customer intelligence platforms in Europe, allowing companies to connect, analyze and activate user and marketing data across all devices. Their GDPR-compliant, first-party data solutions help customers reach maximum data depth. The company was founded in 2004 and is headquartered in Berlin with additional offices in Italy and Spain. Webtrekk has more than 400 customers including FlixBus, Porsche Holding, ING and MyToys.
Mapp is an independent digital marketing technology company that provides software and customer-centric services including a data management platform and tools that optimize email, mobile, app, social and web marketing. Mapp was founded in 2000 and is headquartered in San Diego with global offices in eight countries. Webtrekk’s expertise in analytics, customer intelligence, dashboards, machine learning and AI complements Mapp’s digital marketing platform, Mapp Cloud. The combination of Mapp’s deep customer acquisition and engagement capabilities with Webtrekk’s customer intelligence will create a next-generation digital marketing platform, capable of delivering end-to-end customer experiences powered by advanced analytics and personalization.