Nielsen Acquires Marketing Analytics, Inc.

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Today, Nielsen announced it’s acquiring Marketing Analytics, Inc., a leader in analytics and advanced planning software. The company currently has 52 employees, all of whom will join the Nielsen team. The deal also involves the acquisition of other assets, including software and ongoing client projects.

The acquisition’s goal is to enable Nielsen to better provide marketers of consumer goods with the “most complete and timely view of the impact of media and marketing,” the company says in a release. This would be a distinct advantage when developing marketing plans across channels, including online and offline ads, in-store promotions, and consumer promotions.

“Fast moving consumer goods marketers require advanced, real-time, predictive analytic insight,” said John Lewis, president and CEO, Consumer North America, Nielsen. “By combining Nielsen’s global reach with Marketing Analytics’ expertise and advanced modeling and scenario planning applications, we can drive increased value for our global clients seeking the optimal marketing mix and spending level to maximize their sales.”

Marketing Analytics, founded in 1991, is headquartered in Evanston, Ill. It has historically helped companies measure their marketing plans’ impact by combining deep modeling with expertise in software applications.

Terms of the deal were not disclosed.