Los Angeles – February 10, 2011 – MarketShare, the marketing analytics industry leader, has agreed to acquire MarketingNPV, one of the best-known providers of innovative measurement solutions and tools. The combined entity will offer an unprecedented end-to-end solution to marketers in all industries, seeking to improve the economic return from their investments through credible, easy-to-understand measurement solutions.
MarketShare is the leading provider of predictive models and software to optimize marketing, sales, innovation and pricing for global marketers. MarketShare’s solutions are capable of measuring cross-media and cross-channel effects, including offline, online and in-store activities. With a uniquely strong expertise in quantifying the impact of search, display, social and mobile on brand equity, sales and profits, MarketShare’s analytics platform is now leveraged by more than half of Fortune 100 companies and high-profile organizations across dozens of countries.
MarketingNPV is a specialized advisory firm that provides processes and tools to benchmark and improve marketing performance, and to anticipate the economic impact of possible changes in strategy or tactics. They are well-known for pioneering work in the area of marketing metrics, dashboards, business cases, and other tools that link marketing investments to financial value creation. The firm also has a client roster of industry-leading companies across multiple industries, produces the MarketingNPV Journal read by tens of thousands of marketers worldwide, and operates one of the premier thought-leadership websites on the topic of marketing measurement.
This business combination reinforces MarketShare’s ability to help clients stay ahead of the pace of change in marketing analytics in a sustainable way with scalable solutions that can be embedded in the client’s processes and culture.
MarketShare Co-CEO Jon Vein said, “We have entered the age of transparency, where advanced analytics and decision support are no longer a ‘nice to have’ – they are now a ‘need to have.’ MarketingNPV’s innovative measurement solutions and software enable superior decision making capabilities for clients. MarketShare’s sophisticated modeling capabilities, plus our expertise around measuring the true impact of emerging media like search, display, mobile and video data, equal a powerful business solution that is in high demand.”
Pat LaPointe, Managing Partner of MarketingNPV, said, “We evaluated the leading providers in the marketing analytics space, taking into consideration the accelerating pace of innovation, and MarketShare is the clear winner. They have been leading the charge towards better, faster, and more sustainable marketing analytics solutions across all media – traditional and digital, and have the best understanding of how to find and leverage the drivers of marketing payback at the intersection of technology and service. MarketShare is the ideal fit for us because together we can deliver better marketing effectiveness insights from across the spectrum of measurement needs to help organizations to make smarter resource allocation decisions.”
LaPointe will become EVP Americas of MarketShare. Cheridy Bell, Partner at MarketingNPV, will become SVP of MarketShare, and will continue to provide MarketingNPV’s expertise on measurement frameworks, ROI assessment, and thought leadership.
Terms of the acquisition were not disclosed. Terence Kawaja of LUMA Partners served as the strategic advisor to MarketShare.