Fluent's bread-and-butter business is helping database marketers navigate their CRM and email channels. Its next move is to tap online behavioral data to support more acquisition marketing use cases.
Although one could argue that consumers who are in search of deep discounts don't always signal "high lifetime value" to a brand, Fluent claims that by combining that “real-time” survey data with other data sources, such as CRM or third-party data, a marketer is able to round out a consumer’s profile.
Clarification: IDI's acquisition of Fluent included $100 million in cash, as stated above, with $125 million in IDI (now Cogint) stock for a total transaction deal value of $225 million.