Nielsen has acquired marketing modelling specialist Pointlogic, whose software is used by the media planning functions of agencies, media owners, and advertisers. Terms of the deal were not disclosed.
Founded in 1992 by Sjoerd Mostert and Peter Kloprogge, Rotterdam-based Pointlogic specializes in business analytics for the marketing sector, through a combination of research, analytics and software deliverables. In 2014, the firm partnered with Nielsen to co-develop Nielsen Media Impact, a media measurement and advanced analytics tool that helps clients predict the impact of their plans on sales and brand equity before committing investments. The tool launched in the US and Italy in 2015, and will be rolled out to more than eight countries during the next year.
Through the acquisition, Nielsen will extend its data and planning assets across its Watch media measurement business and Buy consumer purchase behavior arm; while the benefits to Pointlogic include the strengthening of its Bizpoint, Brandpoint, Commspoint, Pinpoint, and Valuepoint products.
Megan Clarken, Nielsen's President, Product Leadership, comments: 'This acquisition significantly enhances our clients' ability to plan and execute with greater precision in today's digitally enabled marketing environment. Together with Pointlogic, Nielsen is transforming the way clients reach, engage and activate consumer connections in the most effective way - with the brand and business outcomes they want to achieve.'
Web sites: www.nielsen.com and www.pointlogic.com .
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.