Marcus Thomas Buys Digital and Data Firm ROInsights

By Kyle O'Brien 

Independent agency Marcus Thomas has acquired Cincinnati-based analytics firm ROInsights to bolster its data and analytics offerings. The move adds deep business analytics, data visualization, database integration and technical consultation to the agency’s suite of integrated services.

ROInsights is a 10-person company that has been optimizing businesses by helping clients understand the value of data and technology since 2018. It counts Gold Star Restaurants and Drees Homes as clients. Terms of the deal were not disclosed.

Marcus Thomas CEO Nancy Hill, who joined the agency in May, said the year long partnership with ROInsights on shared client Gold Star and Marcus Thomas client Dexcom illustrated synergies—and an ease of working together that delivered exceptional results.


“The move is a natural and easy one for both parties—and the outcome adds significant value to our clients’ businesses,” said Hill in a statement. “Making meaningful business decisions from a complex data landscape keeps our clients up at night. ROInsights is well versed in doing that. By bringing their analysts together with our experts in creative, media, web development, strategy, CRM, public relations and social media, we can solve multiple challenges for our clients at once and make their lives simpler.”

ROInsights will maintain its name while operating under the Marcus Thomas umbrella, starting July 1. Marcus Thomas’ current analytics team will merge with the ROInsights team and report to co-founders Nathan Bauer and Patrick Koman, who will continue to lead the Cincinnati office that boosts Marcus Thomas’ footprint in Ohio.

“We’re data guys and we’re entrepreneurs. We love helping businesses get smarter and grow,” said Bauer in a statement. “Reaching more businesses is a longtime ambition. Achieving that with Marcus Thomas—a team with which we already work seamlessly—is amazing. We couldn’t think of a more perfect way to grow.”

Marcus Thomas chief operating officer Scott Chapin, who led the acquisition, said that Marcus Thomas has offered analytics services including data visualization and media analytics for a decade. However, the move deepens the agency’s expertise and brings new services in the data science, business analytics and data engineering arenas.

“Their expertise will help us solve far more complex business challenges for our clients that extend well beyond marketing measurement,” said Chapin. “The team will be a big asset to our clients’ C-Suite.”