Carat North America's Advanced Analytics Group has merged with Aegis Dentsu's marketing consulting arm Copernicus, in a bid to help marketers 'bridge the gap' between their consumer insights and marketing analytics.
The two organizations are now a single unit under the Copernicus brand, which will offer a service to extract insights from marketing research and big data.
Using its marketing mix optimization solution 'Copernicus Computational Modeling' (CCM) the firm will help clients better understand how specific target segments make decisions along the path to purchase; test potential marketing strategies and tactics; and assess how changes to different strategies influence sales, brand equity, and customer behavior.
In addition, Copernicus will source expertise from across the Aegis Dentsu network, including from recently acquired marketing effectiveness analytics consultancy Data2Decisions.
Copernicus COO Mike Vitti (pictured) explains: 'We are building on our core expertise in ways that are highly relevant and valuable to our clients. We want to make it easier for our clients to use research and data in ways that produce considerable advantage to their business.'
Web site: www.copernicusmarketing.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.