Environics Buys Nielsen Spectra Assets in Canada

Marketing services and data firm Environics Analytics (EA) has acquired certain assets from Nielsen Canada, allowing it to integrate the latter's Spectra consumer segmentation and targeting services. Terms of the deal have not been disclosed.

Spectra's segmentation platform uses demographic, consumption and media data to identify and profile consumer target groups. In addition, Spectra services help clients evaluate store shoppers and identify stores with the greatest growth potential for categories and products.

Under the terms of the agreement, Spectra's offerings will be integrated into EA's suite of proprietary data, purpose-built software and analytics, which includes more than 18,000 variables for every postal code in the country. This suite also includes EA's PRIZM5 segmentation system, which classifies Canadians into 68 lifestyle types to help marketers develop their target marketing and messaging campaigns; and its ENVISION5 micromarketing and business intelligence platform, which provides users with mapping and analytics for customer insights, trade area analysis and media planning.

Nielsen Canada MD Jeanne Danubio says the deal allows her firm's clients to tap into EA's 'broad view' of the consumer. Jan Kestle (pictured), President and founder of EA, adds: 'The agreement enhances our consumer insight and targeting services for the consumer packaged goods and grocery retail industries. And we are especially excited by the opportunity to introduce additional innovative methodologies and other extensive marketing and media databases to the Spectra users to further aid them in connecting with their customers'.

Web sites: www.environicsanalytics.ca and www.nielsen.com .