Acxiom Digital has acquired Kefta, a website personalization company, allowing Acxiom Digital to push beyond its current core offerings of search and email campaigns, writes ClickZ.

Kefta's technology delivers content to site visitors based on their online behavior and individual portraits, in order to help marketers boost response, revenues and customer loyalty. One of the missing links is what happens after the email is sent or after that search campaign runs," said Kevin Johnson, head of Acxiom Digital.

Philippe Suchet, CEO of Kefta, will remain with the company along with his staff. Kefta will be incorporated into Acxiom Digital but will retain its San Francisco-based headquarters.

The Kefta brand name will initially be used by Acxiom Digital, but will likely be phased out over time.