Accenture announced Sunday that it has acquired The Lumery, a Melbourne-based marketing technology (martech) consultancy that helps large organizations deliver seamless customer experiences and transform their marketing departments.

The acquisition will strengthen the marketing transformation capabilities of Accenture Song, the company's creative technology group.

The deal reflects Accenture Song's ongoing investment in helping Australian businesses respond to the rapid changes in martech.

Accenture estimates that global spending on 'martech' is set to soar 64% to $216 billion by 2027.

''There is great interest in using technology to better understand Australian customers and to streamline, improve and transform marketing and sales efforts, particularly with the rise of generative AI'' commented Mark Green, head of Australia and New Zealand at Accenture Song.


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