WPP Buys eCommerce Consultancy Marketplace Ignition

WPP-owned digital agency POSSIBLE has acquired data-driven eCommerce agency Marketplace Ignition, which uses research and impact analysis to advise clients on how to grow their business on Amazon and other online marketplaces. Terms of the deal have not been disclosed.

Marketplace Ignition specializes in 'operational marketing' - the science of using product data and channel expertise to optimize brand performance across online channels. This is used to advise clients on all aspects of eCommerce, including sales strategy, merchandise selection, dynamic pricing and promotion strategy. The firm works with more than 400 brands, representing more than two million unique products and over $2 billion in annual retail sales; and employs approximately 35 people at its offices in Atlanta and Seattle.

The company will now become part of POSSIBLE, and will continue to be led by CEO and founder Eric Heller (pictured), who comments: 'Category leadership on Amazon takes dedication, operational excellence and a deep understanding of how data drives sales and market share. POSSIBLE has data in its DNA and this coupled with their award-winning approach convinced me they were exactly the partner we needed to take our organization to the next level'.

Web sites: www.possible.com and www.marketplaceignition.com .