Nielsen Buys Marketing Analytics Inc.

In the US, Nielsen has acquired market response modeling specialist Marketing Analytics Inc., and says the deal will help it to provide FMCG marketers with 'the most complete and timely view of the impact of media and marketing'. Terms of the deal were not disclosed.

The firm's founder and CEO Ross Link will continue to lead its 52 employees.

Founded in 1991, Marketing Analytics helps companies measure the impact of their marketing plans on sales by combining modeling expertise with software applications. Since its formation, the firm has modeled sales for thousands of products and services across a range of industries.

In addition, the company has developed a suite of online tools which includes a business analysis solution, Market In-Sights; a 'what if' simulation, Marketing Analytics Planner; and a Web modeling platform, the Coefficient Generator.

Link comments: 'Huge possibilities open up with the integration of our people, expertise and industry-leading software with Nielsen's vast data assets and broad professional services footprint. We're joining a great team and together, we can set the standard for helping clients examine what's possible and what's best for their marketing mix.'

John Lewis (pictured), President and CEO, Consumer North America at Nielsen says the combination will drive increased value for those clients seeking the optimal marketing mix and spending level.

Web sites: www.nielsen.com and www.marketinganalytics.com .