SapientNitro Expands Big Data Offer One Iota

US-based marketing and technology services firm SapientNitro has integrated consumer research consultancy Iota Partners into its research, data, and analytics practices. Terms of the deal were not disclosed.

Chicago-based Iota offers proprietary tools,for analysing online behaviour, including advanced analytics and data visualization; data modeling, qual and quant research, measurement and reporting; and data-driven business innovation and design strategy. The company has also developed instruments and sensor technologies through which to study consumer behavior.

Iota was founded in 2010 by Rick Robinson and John Cain, who previously co-founded ethnographic research firm E-Lab, acquired by SapientNitro's parent firm Sapient in1999. Following the acquisition, both worked for Sapient, before moving on to roles outside the company. Cain worked for healthcare software firm HWT; while Robinson was Global Market Research Director at NOP/GfK, SVP of Research at Luth Research, and VP at Continuum.

Alan Herrick (pictured), Sapient's President and CEO, comments on the merger: 'As an evolved breed of brand storyteller, we'll leverage Iota's groundbreaking approaches and consumer insights to shape the stories we tell and connections we forge in powerful, new ways.'

Web sites: www.sapientnitro.com and www.iota-partners.com .