NEWS30 September 2021

NielsenIQ acquires Data Impact and Rakuten Intelligence

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US – NielsenIQ, formerly Nielsen Global Connect, has bought omnichannel analytics company Data Impact and e-commerce data business Rakuten Intelligence.

Smartphone propped up against a blurred shopping background with a picture of a shopping basket on its screen

NielsenIQ was formed earlier this year after its spin-off from Nielsen. As Nielsen Global Connect, formerly the company’s ‘Buy’ division, it provided data for consumer-packaged goods manufacturers and retailers.

The acquisitions will expand NielsenIQ’s e-commerce and omnichannel measurement services.

The financial terms of the acquisitions have not been disclosed.

Paris-headquartered Data Impact operates in 40 markets, mainly across Europe and in the US. The company’s technology offers banner and store-level e-commerce insights and will bolster Nielsen’s omnichannel measurement.

Rakuten Intelligence is part of marketing and advertising services company Rakuten Advertising. NielsenIQ’s acquisition of Rakuten Intelligence follows an agreement the businesses made three years ago to combine Rakuten Intelligence’s largest e-commerce purchase panel in the US with NielsenIQ’s retail sales data.

The deal will allow NielsenIQ to offer clients integrated online and offline data. NielsenIQ’s recent Omnisales tool is the first integration to emerge from the acquisition.

Natalie Williams, head of North America measurement product leadership, NielsenIQ, said: “Measuring e-commerce is a top strategic imperative for NielsenIQ. Together we can transform the way we measure e-commerce sales and how fast the shopper journey evolves.”

Clément Colin, head of international e-commerce measurement, NielsenIQ, added that the acquisitions would allow NielsenIQ to “provide a single number for online sales measurement through multi-sourced data”.

@RESEARCH LIVE

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