In the US, pricing intelligence specialist Market Track has acquired shopper purchase behavior and attitude data provider InfoScout, for an undisclosed amount of cash and stock.
InfoScout maintains a shopper panel, through which it monitors consumer purchase activity across online and brick-and-mortar channels. The company collects real-time purchase data across every consumer category, and offers purchase-triggered surveys to help clients understand shopping behavior and motivation.
In a statement, Market Track said the combined business will link omnichannel marketing and pricing activity to actual sales results, to enhance clients' understanding of what influences consumers at each step of their 'purchase journey'. Jared Schrieber, co-founder and CEO of InfoScout, says integration with Market Track will enhance purchase behavior insights by tying this data back to the advertising, promotions, and pricing that influences consumer choices.
Market Track CEO Dennis Moore adds: 'We have a well-established foundation of providing insight into the marketing mix elements that influence where, when and how consumers shop. Through partnering with InfoScout, we can link our rich business intelligence and insights with true sales impacts for virtually all categories purchased in-store and online'.
Earlier this year, Market Track was sold to private equity firm Vista Equity Partners, after itself buying native ad competitive intelligence specialist Brandtale and Ottawa-based pricing intelligence firm 360pi.
Web sites: www.markettrack.com and www.infoscout.co .
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.