MarketShare Partners Acquires JovianDATA

US-based marketing analytics firm MarketShare Partners (MSP) has acquired JovianDATA, a marketing business intelligence and data analytics technology firm which has offices in San Jose, CA and Bangalore, India. Financial terms were not disclosed.

MSP's suite of software solutions combines advanced analytics and statistical modelling, and is used to evaluate search, display and social media, and their impact on traditional advertising. The firm is backed by Elevation Partners, whose MD and co-founder is Bono, lead singer of U2.

Founded in 2008, JovianDATA has developed technologies that run queries on massive data sets in seconds, to enable marketers to make 'in-flight' campaign adjustments to optimize their return on investment.

Its flagship JovianInsights platform manages data from multiple advertising data sources such as display, search, video and TV. It also provides attribution correlation, audience segmentation and other marketing capabilities to help users optimize campaign performance.

MSP says the acquisition will enable it to handle and analyze 'massive amounts' of data at more granular levels and at much greater speed.

As part of the acquisition, JovianDATA's employees will join MSP's team, and co-founder and CEO Parveen Jain will become a member of MSP's Board of Advisors, while Satya Ramachandran will continue to lead engineering operations in India.

'MarketShare Partners is the thought leader in predictive modeling and cross-marketing optimization,' states Jain. 'JovianDATA has built a ground-breaking and innovative business intelligence platform, and the combination will provide unparalleled marketing optimization capability that will help MarketShare Partners take their clients to the next level.'

Web site: www.marketsharepartners.com .