NEWS12 January 2018

Claritas buys Geoscape

M&A News North America

US – Consumer segment analysis and tools business, Claritas, has acquired Miami-based, multi-cultural market intelligence company Geoscape, for an undisclosed amount.

Geoscape was founded in 1995 by César Melgoza, and has worked with many leading brands and agencies on marketing consulting services, research, data-rich online systems and consumer insights analytics. Its software and insights enable marketers to access groups such as Hispanics, Asians, African-Americans, Millennials, Generation Z and LGBT.

Claritas’ main tool – Prizm Premier segmentation – helps brands identify their best customers, simply and quickly, at scale. Marketers can view a household’s lifestyle and media behaviours, including new measures of wealth and technology adoption.

Claritas CEO, Mike Nazzaro, said: “Approximately 40% of the US population is non-white/Anglo. Hispanic, Asian and African American audiences represent 95% of the growth in population and consumer spending.

“Marketers must find ways to connect with these high-growth consumers in relevant ways. The acquisition of Geoscape will deepen Claritas’ consumer insights to help clients gain wider access to multicultural consumer groups.”