The marketing analytics space is evolving quickly, and industry leader MarketShare wants to stay ahead of the pack. The software provider has acquired MarketingNPV, an advisory firm that helps clients evaluate the payback on their marketing efforts.
MarketShare offers solutions that measure the effects of traditional and online media, including the impact of search, display, social and mobile marketing. Its analytics platform is designed to serve three types of audiences—marketers, agencies and media companies—and help them reach consumers in a quantifiable way.
With the acquisition of MarketingNPV, MarketShare is gaining additional capabilities that will enable clients to "create frameworks around accountability, leverage predictive analytics with high degrees of comfort and see transformational impact in results," said Wes Nichols, co-founder and CEO of MarketShare.
"We are witnessing a big shift in marketing—one where data and analytics are critical to the decision-making process of marketers. What's been interesting to see is the rapid movement from 'nice to have' to 'need to have' with marketers," said Nichols. "I believe creativity and innovation have never been more important, and marrying these variables is a winning combination."
Added MarketShare's co-CEO Jon Vein, "MarketingNPV's innovative measurement solutions and software enable superior decision making capabilities for clients."
The buy comes with new executive appointments. Pat LaPointe, currently managing partner of MarketingNPV, will become evp, Americas of MarketShare. Cheridy Bell, partner at MarketingNPV, will assume the role of MarketShare's svp, focusing on measurement frameworks, ROI assessment and thought leadership.
Terms of the acquisition were not disclosed.