Dynata Launches Solutions Unit for NPD Initiatives

Online sampling and digital data collection company Dynata has launched a new unit called Dynata Solutions, with a focus on product innovation and development of first-party data for marketing services initiatives.

The firm, which was until recently known as Research Now SSI, claims to be one of the largest providers of actively managed, permissioned first-party data. In January, it expanded its reach through the acquisition of consumer insights and marketing services umbrella Reimagine Holdings Group - parent to companies such as Critical Mix, MarketSight and PopResearch.

Its new Dynata Solutions division has been launched to expand the company's first-party data across media, advertising, CRM, and activation, while boosting innovation in the firm's current portfolio of global products. Hugh Davis, co-founder of Reimagine Holdings Group, will lead the new unit, as President, Dynata Solutions, tasked with using artificial intelligence (AI) and machine learning to create DIY and automated products.

In the Americas region, Dynata has also realined its sales and operational units into a new, structure, designed to provide an enhanced customer experience and deliver long-term growth. Keith Price, co-founder of Reimagine, has been named President, Customer Experience, Americas, to lead the company's approach to creating and implementing customer experience programs for customers in the Americas.

Dynata CEO Gary Laben comments: 'With the scale that has been created from the Research Now/SSI merger, in addition to the added capabilities from the recent Reimagine acquisition, we are strategically positioned for future growth. The creation of Dynata Solutions will accelerate product innovation to meet the data-centric marketing needs of our clients, and greater alignment around our customers in the Americas will enable us to improve execution and increase efficiency for their businesses.'

Web site: www.dynata.com .