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Return Path Buys Analytics Firm, Appoints COO

November 20 2014

In New York, e-mail data analytics specialist Return Path has acquired rival company Motley Bunch for an undisclosed sum, to support its investment in analyzing consumer shopper behaviour. The firm has also hired former Nielsen exec Eric Weinberg as COO.

Eric WeinbergMotley Bunch was founded in 2012 and offers a combination of behavioral and trend insights based on anonymized transactional e-mail data, and apps that help consumers manage their online purchases. Through the acquisition, Return Path says it will expand its existing marketing intelligence solutions, while creating new ways to generate insight from consumer data.

The deal will see Motley Bunch relocating all its employees to Return Path's Sunnyvale, CA offices, to be integrated into the company's global Data Operations team. Motley Bunch CEO Aditya Arora says the buy will allow his firm to help clients uncover buying preferences and purchase behavior, while tracking competitive and marketwide trends.

Separately, former Nielsen exec Eric Weinberg (pictured) has joined Return Path as Chief Operating Officer. Most recently, he served as COO of data-driven ad firm Collective, prior to which he spent twelve years at Nielsen, latterly as President of Nielsen Entertainment.

Matt Blumberg, CEO of Return Path, comments: 'As we invest in growing our marketing intelligence solutions, adding Motley Bunch's parsing technology and Eric Weinberg's leadership immediately accelerates our development. Generating competitive and consumer insight represents a new application of e-mail data, but it's really just another dimension of the approach Return Path has always taken to solve big problems for leading brands.'

Web sites: www.returnpath.com and www.motleybunch.com .

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

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