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European tech giant eyeing Indianapolis for U.S. HQ

June 24, 2015

A European marketing software firm is looking to establish a North American headquarters soon, and Indianapolis is on its short list, according to people familiar with the matter.

Emarsys eMarketing Systems AG, based in Vienna, Austria, also is considering San Francisco and Austin, Texas, sources told IBJ on condition of anonymity. The 450-employee firm anticipates adding a few hundred employees in North America, mostly in the city it chooses. A decision is expected later this summer.

In April, the company named former ExactTarget executive Sean Brady as president of Emarsys Americas, according to Brady's LinkedIn profile. Brady was vice president of existing business in North America for digital marketing powerhouse ExactTarget, which was acquired in 2013 by Salesforce.com.

Brady left Salesforce last October and still is based in Indianapolis. However, that doesn't guarantee the company will pick Indiana, sources said.

Brady did not respond to requests for comment. Through a spokesman, Emarsys declined to comment.

Founded in 2000, Emarsys provides businesses, particularly retailers, a cloud-based dashboard for running and analyzing marketing efforts. Among other things, marketers can use the platform to automate individualized, multi-channel campaigns and gauge results.

The company's interest in the U.S. comes as tech companies vie to help marketers become more sophisticated in using data to personalize their marketing. Earlier this month, Salesforce announced updates to its marketing cloud product so that it better integrates with customer relationship management data from its sales and service products.

Emarsys has 13 global offices, according to its website, including in London, Beijing and Paris. It serves more than 1,200 clients in 140 countries, including eBay, ToysRUs and Volvo.

If Emarsys selects Indianapolis as a hub and commits to hiring a few hundred workers here, it would be at least the second tech firm this year to announce plans to do so.

In April, Chicago-based Geofeedia Inc. said it intended to add 336 jobs here by 2020, mainly because of the rich software talent pool in the area. Geofeedia also suggested it might move its headquarters here.

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