Automotive data mining and trade-cycle management platform AutoAlert on Tuesday completed the acquisition of MotoFuze, a customer experience management (CEM) platform.

Officials indicated MotoFuze will be transitioned to a fully integrated product of AutoAlert.  MotoFuze chief executive officer Mike Dullea and co-founder Tom Walls have been appointed as AutoAlert’s chief sales and marketing officer and chief technology officer, respectively.

Founded in 2013 by Walls and industry veteran Kendall Billman, MotoFuze has already generated attention in the industry through its CEM that can provide dealers with the ability to receive, assess and utilize relevant, real-time data in automation of sales and marketing efforts. The MotoFuze suite of products includes social media campaigns, content management and predictive analytics.

AutoAlert CEO Brian Skutta explained that tapping into these capabilities will allow AutoAlert customers to deliver increasingly customized offers to individual, in-market consumers.

“Dealerships are increasingly looking to improve their online engagement with consumers by leveraging data from multiple channels, and MotoFuze quickly proved itself as the best technology solution available today,” Skutta said.

“We saw first-hand that MotoFuze’s CEM made AutoAlert’s dealer solution even more powerful, and that can only grow when we are working as one organization,” he continued.

AutoAlert and MotoFuze had previously announced a partnership in October of this year, during which pilot dealers used both products for a more comprehensive sales and marketing solution.

“Early reports from dealers using MotoFuze alongside AutoAlert indicated that the combined solution was on track to account for as much as 20 percent of annual sales,” Dullea said.

“Auto dealers are only scratching the surface of how integrating detailed customer data can impact sales, and it is very exciting to now become part of AutoAlert to deliver next-level marketing intelligence,” continued Dullea, who co-founded dealership software firm VinSolutions in 2006 and led the company through a successful acquisition by AutoTrader.com in 2011.

The newly combined company blending AutoAlert and MotoFuze together will maintain its offices in Irvine, Calif., and Kansas City, Mo.

The majority owner of AutoAlert is HGGC, a middle-market private equity firm.