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Nielsen acquires Marketing Analytics

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MUMBAI: Nielsen, a global provider of information and analytics around what consumers watch and buy, has acquired Marketing Analytics, Inc, one of the pioneers of marketing mix modeling and a recognised leader in analytics and advanced planning software.

Nielsen will acquire all the assets of Marketing Analytics, including 52 employees, 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..

Nielsen president, CEO Consumer US John Lewis said,"We are committed to providing insights and innovative solutions to help our clients drive effective marketing programs with quantifiable returns on investment. 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."

Marketing Analytics founder and CEO Ross Link said,"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. 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."

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