Private equity firm Vector Capital has rebranded Experian’s cross-channel marketing business as Cheetah Digital. Vector acquired a majority stake in the marketing technology in April, with Experian retaining 25% control.

If the name sounds familiar, it’s because the stack now known as Cheetah Digital includes the first-gen email marketing platform CheetahMail – which has been around for two decades.

Cheetah Digital also comprises professional services, Mail Publisher (which provides email services) and the Experian Marketing Suite (a campaign management and analytics platform built out of the acquisition of Conversen).