Numerator Buys Purchase Data Firm Information Machine

In the US, consumer insight specialist Numerator has acquired Information Machine LLC, to further expand its own consumer purchase data. Terms of the deal have not been disclosed.

Founded in 2010 by former Sapient Director Matt Stanfield (pictured), Brooklyn, NY-based Information Machine, which also has operations in Serbia, has developed proprietary APIs which speed up the collection of electronic consumer purchasing data from sources such as mobile apps, loyalty card programs, and food-based delivery services, as well as from media viewing data. The firm currently processes 2.5 million consumer connections daily across more than 100 retailers, and captures 10 million viewing minutes daily on supported media platforms.

As part of the deal, Information Machine's APIs will be integrated into Numerator's mobile app, Receipt Hog; while Information Machine's SaaS-based platform will continue to be available for commercial application under the new name 'Numerator Link'. Eric Belcher, CEO of Numerator, comments: 'Numerator has always been about more, better data. Our investment in Information Machine accelerates the volume and type of detailed data we can add to specific consumer profiles. It further distances Numerator from the increasingly archaic practice of scanning individual UPC codes.'

Web sites: www.numerator.com and www.iamdata.co .