Environics Analytics to Buy Generation5

Marketing services and data analytics firm Environics Analytics (EA) has agreed to acquire consumer intelligence firm Generation5 from its current owner Voltari Canada. Terms of the deal have not been disclosed.

Founded in 1996, Toronto-based Generation5 provides Canadian demographic and segmentation data to consumer marketers, along with advanced mathematical modeling services. Under the terms of the agreement, the firm's demographic, behaviour and segmentation product lines will be maintained alongside existing EA products, in order to meet the needs of users of both systems. Over time, the two teams plan to explore synergies and opportunities to develop new data and analytics products.

Michael Vainder, who is Director of Analytics at Generation5 as well as at digital ad company Voltari, says the deal offers the 'best path forward' for Generation5, its products, its customers and its staff.

Jan Kestle (pictured), President of Environics Analytics, adds: 'With the Generation5 experts joining our team, we now have even more tools, data and strategies to help Canadian marketers connect with their customers and grow their business.'

Web sites: www.environicsanalytics.ca , www.generation5.ca and www.voltari.com .