Acquisition Positions Nielsen to Take the Lead in Predictive and Planned Mix Analytics
SCHAUMBURG, Ill. – Nielsen Holdings N.V. (NYSE: NLSN), a leading global provider of information and analytics around what consumers watch and buy, announced that it has acquired Marketing Analytics, Inc., one of the pioneers of marketing mix modeling and a recognized leader in analytics and advanced planning software. 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.
“We are committed to providing insights and innovative solutions to help our clients drive effective marketing programs with quantifiable returns on investment,” said John Lewis, president and CEO, Consumer North America, Nielsen. “Fast moving consumer goods marketers require advanced, real-time, predictive analytic insight. 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.”
“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, Ill. and founded in 1991, Marketing Analytics, Inc. helps companies measure the impact of their marketing plans on sales by combining deep modeling expertise with robust software applications. Link, a long-time innovator in marketing modeling, will continue to lead the group and work to integrate these capabilities into Nielsen offerings.
About Nielsen
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
