NCSolutions Execs Reunited at ABCS Insights

In the US, advertising analytics company ABCS Insights has announced a $50 million Series A fund raise, the appointment of Deirdre McFarland as CMO and the promotion of Thalya Hamilton to Chief Client Officer. The firm says it is pioneering a new 'era' of measurement focused on 'Connected Outcomes'.

ABCS uses a combination of thousands of studies and large-scale, real-world purchase data, and says its framework of 'Connected, Consistent and Causal' measurement allows it to explain 'not just whether advertising worked, but why - connecting outcomes across every screen, every retailer, every channel and every stage of the customer journey.'

The company's existing leadership team of co-founders Jerome Shimizu (CEO), Michael Sheng (CTO), and Chief Revenue Officer Tom Acquaviva, have been building the team and offering for six years. Shimizu is a named inventor on multiple measurement patents and co-founded NCSolutions, a Nielsen-Catalina joint venture which linked media exposure to real-world sales outcomes, while Sheng is the architect of the data systems behind the firm's outcomes-based methodology. Acquaviva worked for more than a decade at Nielsen and most recently at Qualtrics, bringing commercial leadership experience.

McFarland (pictured above) has worked over more than two decades in leadership roles at Nielsen, Scarborough and most recently as Chief Marketing and Communications Officer at NCSolutions, prior to its acquisition by Circana. Hamilton (pictured below) takes the expanded CCO role with experience across measurement and commerce media, and worked at Ibotta and Neptune Retail Solutions, as well as NCSolutions and Nielsen.

Shimizu says the new appointments add 'critical expertise across product, commercial, client and brand to answer the industry's call for full-funnel measurement - and to lead the Connected Outcomes Era.'

The funding was led by Boston-based growth equity firm Volition Capital, which has previously backed Visual IQ (acquired by Nielsen) and Connatix.

The firm is online at www.abcsinsights.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.