Modelling Platform TRAK Data Acquired

In the US, marketing consultancy Fusion92 has acquired data modeling platform TRAK Data - its fourth buy in the last two years.

Founded in 1999 and headquartered in Chicago, Fusion92 provides end-to-end marketing products and services including ad tech, analytics, strategy and creative, fuelled by first-party data. The firm says this latest acquisition gives it and its clients 'direct access to science-backed, top-performing audience lists, illuminating ideal customer profiles that lead to improved marketing outcomes'. TRAK was founded in Toronto, Canada, in 2019 by Jessica Akinwale and Brian Tran and uses AI and machine learning techniques to transform manual data science and modeling techniques into an automated process, promising businesses of all sizes access to sophisticated data science.

TRAK's team in its entirety will join Fusion92's existing Data & Analytics department, Akinwale as VP of Strategy - Data Science & Technology and Tran as VP of Data Science & Technology. TRAK's software and in-depth human support will be integrated into Fusion92's existing products and services and offered as a standalone through the company.

Matt Murphy, founder and CEO of Fusion92, comments: 'The team at TRAK has innovated the delivery of predictive modeling, taking the guesswork out of audience profile development with precise data models now available within minutes, not weeks or months. The addition of this platform not only offers direct access to SaaS for marketers but also allows us as a partner to efficiently layer premier data science alongside Fusion92's end-to-end marketing services, translating to game-changing outcomes for the work we plan, activate and optimize for brands'.

Tran describes Fusion92 as 'one of the rare companies that have in-house access to industry-leading consumer marketing data, which is a dream for both of us as data scientists as well as the clients seeking expansive, precise data points'.

Web sites: www.fusion92.com and www.trakdatainc.com .

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