In an attempt to gather more consumer data Groupon on Monday announced the acquisition of Adku, a company that describes itself as an “early stage startup working on big data for e-commerce” with the goal of giving users “a more personalized experience.”
Groupon went public in November and has placed much of it’s efforts on integrating customer personalization features into it’s services on a more intimate level. You may recall that the company purchased Mertado this year which like Adku was attempting to create a better shopping experience that “build bridges between content, commerce and community.”
While Mertado specifically focuses on home-related products the Adku platform has a primary focus on big commerce sites.
Adku was founded in 2010 by several former Google employees and is located in San Francisco. Likely considered a “talent buy” it’s still unclear if, how and when the Adku staff will merge with Groupon operations.