Annex Analytics Acquired by de Novo Marketing

US full-service agency de Novo Marketing has acquired Iowa-based Annex Analytics, whose data and business intelligence capabilities will be added to its own portfolio of marketing and advertising services. Terms of the deal were not disclosed.

Annex works with small and medium-sized businesses to understand their data - including social media metrics, web analytics, quant and qual primary, and secondary data - and create marketing and sales strategies. Following the takeover, it will operate under the de Novo Marketing name. Co-founder Peggy Stover (pictured) joins as Director of Data & Strategy, leading the merged analytics services group; while co-founder and COO Jim Thebeau leaves to continue to deliver live data analytics educational conferences across Iowa and set up a non-profit analytics education organization to support his new role.

Heather Smith Friedman, founding partner of de Novo Marketing, comments: 'Adding Peggy to our team in an official capacity allows us to offer comprehensive sales and marketing data analytics, data mining, competitive intelligence and data research. It is a natural extension of the work we are already doing and offers our clients stronger strategies to guide their creative campaigns. We have seen the impact on sales and marketing if we analyze the data first and wanted de Novo to be at the forefront of this movement'.

Web sites: www.thinkdenovo.com and www.annexanalytics.com .