Nielsen acquires Marketing Analytics

Marketing Analytics' 52 employees will join the Nielsen team, and Nielsen will acquire all other assets including software and ongoing client projects.

The acquisition enables Nielsen to provide marketers of fast moving consumer goods with the most complete and timely view of the impact of media and marketing - a distinct advantage when developing marketing plans across multiple channels, such as online and offline advertising, in-store promotions and consumer promotions.

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

"Huge possibilities open up with the integration of our people, expertise and industry-leading software with Nielsen's vast data assets and broad professional services footprint," said Ross Link, founder and CEO, Marketing Analytics, Inc. "We're joining a great team I am proud to be part of at Nielsen. Together, we can set the standard for helping clients examine what's possible and what's best for their marketing mix."

Headquartered in Evanston, Illinois, US, and founded in 1991, Marketing Analytics, Inc's mission is to help companies measure the impact of their marketing plans on sales by combining deep modelling expertise with robust software applications. Link, a long-time innovator in marketing modelling, will continue to lead the group and work to integrate these capabilities into Nielsen offerings.