Market Track and InfoScout Become Numerator

US-based omnichannel market intelligence firm Market Track is combining its own brand and that of its subsidiary InfoScout under a single new name, Numerator. The firm has also launched a new panel system.

InfoScout operates 'America's largest omnichannel consumer purchase panel', used to monitor consumer purchase activity across online and brick-and-mortar channels, and was acquired by Market Track (itself owned by Vista Equity Partners) last summer. The rebrand 'reflects the joint company's commitment to delivering an integrated marketplace view that enables clients to better connect with consumers and elevate their top line', according to the firms.

The new system, known as Numerator Enterprise Insights, promises shopper, consumer and innovation teams 'a single view of their shopper's path to purchase', and manufacturers a real-time measure of their brand health across online and off-line channels. The solution is powered by InfoScout's existing OmniPanel, which to date has captured over 500 million brick-and-mortar and ecommerce purchase receipts.

CEO Dennis Moore (pictured) comments: 'The marketplace we measure and the clients we serve are undergoing rapid and dynamic change including advances in digital marketing, the rise of online commerce, and the re-shaping of retailing in an omnichannel world. We continually challenge ourselves and our clients and partners to monitor and lead the changes in the industry, and re-branding ourselves as Numerator is one of many steps we are taking to stay ahead of the changing landscape'. Moore adds that the new solution 'gives manufacturers line of sight into what's happening in the 'blind spot' channels that legacy panel data cannot capture'.

New web site: www.numerator.com .