NEWS9 August 2011

Nielsen buys Marketing Analytics, focused on measuring sales impact

M&A North America

US— Nielsen has acquired Marketing Analytics, based in Illinois, a company that works with consumer goods firms to measure the impact marketing has on product sales.

The business was established in 1991 and is headed by CEO Ross Link who joins Nielsen along with the rest of Marketing Analytics’ 52 staff.

John Lewis, Nielsen’s president and CEO of North American consumer research, says the company will be looking to roll out Marketing Analytics’ modelling and scenario planning applications on a global basis.

Nielsen splits its business along the lines of measuring what people watch and what people buy. Its ‘buy’ division already houses a number of analytics businesses focused around sales forecasting and modelling.

The company says the acquisition of Marketing Analytics bolsters its offer to consumer goods marketers.