Nielsen buys retail analytics firm Precima

Nielsen Global Connect will boost its personalised and addressable pricing, promotion and assortment services through the deal, which will see Precima’s employees integrated into Nielsen Global Connect and the firm renamed as ‘Precima, a Nielsen company’.

The deal marks Nielsen’s first acquisition since it split into two businesses following a strategic review in 2019.

Precima is headquartered in Toronto, Canada, with offices in the US and Europe. It will also bring its loyalty collaboration programmes and retail partnerships to Nielsen Global Connect clients and bolster Nielsen’s measurement framework.

Pat Dodd, chief commercial officer for Nielsen Global Connect, said: “Driven by a mutual desire to enhance collaboration between the manufacturing and retail industries, this is a game changing deal.”

The terms of the acquisition were not disclosed.