DPE exit: Mapp acquires German customer intelligence market leader

Munich — DPE Deut­sche Private Equity (DPE) has sold its mino­rity stake in Webtrekk GmbH to US-based Mapp Digi­tal US, LLC, San Diego. Mapp is one of the world’s largest provi­ders of marke­ting tech­no­logy. With now more than 140 employees, Webtrekk has estab­lished itself as one of the market-leading premium custo­mer analy­tics plat­forms in Europe since DPE parti­ci­pa­ted with growth finan­cing in 2014. Webtrekk supports its custo­mers in under­stan­ding and analy­zing the beha­vior of their website and app users across devices and apply­ing it speci­fi­cally to marke­ting measu­res. Webtrekk’s custo­mers include, for exam­ple, ProSiebenSat1 Media AG, Flix­Bus, Porsche and ING. The tran­sac­tion is still subject to the usual reser­va­tions — inclu­ding appr­oval by the compe­ti­tion authorities.

Mapp provi­des digi­tal marke­ting solu­ti­ons that combine custo­mer acqui­si­tion and reten­tion on a simple plat­form with inte­gra­ted cross-chan­­nel capa­bi­li­ties. Head­quar­te­red in San Diego with global offices in eight count­ries, Mapp is a port­fo­lio company of Marlin Equity Part­ners, a global invest­ment firm with over $6.7 billion in assets under management.

Advi­sors to Mapp Digi­tal US/ Marlin Equity Part­ners: Heuking Kühn Lüer Wojtek
A team led by Dr. Marc Scheu­ne­mann advi­sed U.S. marke­ting tech­no­logy company Mapp Digi­tal US, LLC on its acqui­si­tion of Webtrekk, the German market leader for marke­ting analy­tics and custo­mer intel­li­gence. The seller is DPE Deut­sche Private Equity and other co-inves­­tors. The tran­sac­tion is expec­ted to close in the second quar­ter of 2019. The closing of the tran­sac­tion is still subject to appr­oval by the rele­vant anti­trust authorities.