About Guideline, Inc.

Making business information available for marketing purposes keeps this group together. Infogroup is a provider of data and marketing products and services designed to help businesses with direct marketing and sales prospecting. Clients ranging from local businesses to Fortune 100 companies use Infogroup's data and services to find new customers and grow sales, and for telemarketing, customer analysis, and credit referencing purposes. Its flagship Data Axle product offers real-time data and information on more than 250 million people and 24 million businesses. Clients have included Oracle , General Electric , ADP , and The Home Depot .


Infogroup operates through a wide variety of operations and brands, including Data Axle, Yesmail Interactive , Marketzone, Credit.net, Reference USA, InfoUSA, and Salesgenie. In addition, InfoCanada provides business and consumer information, database marketing, and data processing services in Canada.


Infogroup expands its services through acquisitions. In 2012 it acquired GoTime, the creator of a mobile app that allows users to find happy hours at local bars in dozens of cities. It made the deal to gain GoTime's technology platform that powers local content and real-time data management. With the GoTime purchase, the company launched its new proprietary real-time data system called Data Axle.

Before the GoTime acquisition, Infogroup worked to strengthen its brand and position in the market in 2011 by introducing a new logo, integrating several business units, and consolidating its Omaha workforce under one roof. As part of these efforts, it divested two major divisions. In 2011 it sold its subsidiary ORC International , which managed engagement research and consulting services. The next year it sold business information provider OneSource Information Services . It made the reorganization to streamline its core business around developing and delivering data products and services to its clients.

This marks a shift from its previous strategy, when Infogroup built itself up through a series of acquisitions designed to transform it from a lists-and-labels company into a full-service information provider. It bolstered its direct e-mail services through the acquisition of Yesmail. Its acquisition of direct marketing firm Direct Media Millard further strengthened the company's list brokerage, list management, analytics, database marketing, and data processing services.

Company Background

Formerly a public company, Infogroup was sold to private investor CCMP Capital in 2010 for about $460 million. CCMP stated that it was attracted to Infogroup's cost-effective marketing tools. The change in ownership came after Infogroup founder Vinod Gupta, who previously owned about 40% of the firm, was forced out in a scandal. Infogroup faced an SEC investigation related to securities trading and a shareholder lawsuit concerning Gupta's alleged misspending of company funds. Gupta eventually resigned and the company ended up settling with the SEC.

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Guideline, Inc.

315 Park Ave S
New York, NY 10010-3607
Phone: 1 (212) 645-4500
Fax: 1 (212) 645-7681


  • Employer Type: Public
  • Chb: Bill Farifield
  • Ceo: David Walke
  • Chief Research Officer: Morris Whitcup
  • Employees: 234

Major Office Locations

  • New York, NY