Daily Research News Online

The global MR industry's daily paper since 2000

Sapient Buys Cross-Media Analytics Firm m(PHASIZE)

January 11 2013

Global technology and marketing services company Sapient has acquired cross-media marketing analytics firm (m)PHASIZE. Terms of the deal were not disclosed.

Sunil GargaWestport, CT-based (m)PHASIZE was founded in 2008 by Sunil Garga (pictured), who previously served as IRI's President, Global Services Group and as President and COO of Marketing Management Analytics (MMA).

The firm - now rebranded as Sapient (m)PHASIZE - offers custom-built, proprietary analytics tools and services, along with predictive forecasting models to identify how targeted consumers are likely to respond to different communications. In addition, the firm analyzes how cross-channel traditional and digital media initiatives impact on marketing.

Alan Herrick, President and CEO of Sapient, comments: 'The proliferation of marketing touchpoints and the explosion of data demand more sophisticated tools and nuanced models to truly understand performance. With (m)PHASIZE, we're able to show clients the mix of investments needed to drive sales targets and significantly improve ROI.'

Last September, Sapient's marketing and technology services arm SapientNitro integrated consumer research consultancy Iota Partners into its own research and analytics practices.

Web sites: www.sapient.com and www.sapientmphasize.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

Select a region below...
View all recent news
for UK
UK
USA
View all recent news
for USA
View all recent news
for Asia
Asia
Australia
View all recent news
for Australia

REGISTER FOR NEWS EMAILS

To receive (free) news headlines by email, please register online