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.