Sapient buys cross-channel marketing analytics solutions provider (m)PHASIZE

Infotech Lead America: Sapient has acquired (m)PHASIZE, a provider of cross-channel marketing analytics solutions.

(m)PHASIZE helps executives to better plan their marketing investments against the backdrop of dramatic changes to media and marketing allocation driven by the rise of digital channels and an increasingly connected consumer.

The acquisition enables Sapient to offer strategic advice to better navigate the range of channels and choices that confront marketing executives. (m)PHASIZE brings a strategic, data-driven approach to Sapient’s offerings, with immediate applicability to SapientNitro clients.

(m)PHASIZE’s analytics tools and services help marketing executives make optimal budget allocation and planning decisions to achieve business objectives and enhance RoI.

(m)PHASIZE is capable of quantifying cross-channel impacts, taking into account the interplay between traditional media (radio, print, TV) and digital (search, display, social, mobile) at a brand and category level. This approach enables clients to measure marketing investments to generate incremental RoI in today’s dynamic, always-on marketplace.

Alan J Herrick, president and CEO of Sapient, said: “In a world driven by this connected consumer, ‘traditional’ and ‘digital’ paradigms no longer exist. The proliferation of marketing touchpoints and the explosion of data demand more sophisticated tools and nuanced models to truly understand performance.”

“As the $500 billion dollar global advertising industry struggles with the disruption caused by an always-on world, CMOs are increasingly challenged to determine how best to spend their marketing dollars. With (m)PHASIZE, we’re able to better plan those investments and assess the true impact of cross-channel marketing investments on business performance,” said Bill Kanarick, CMO of Sapient.

Sunil Garga founded (m)PHASIZE to develop an approach to quantifying the optimal mix between traditional and digital media, and to understand these effects at not only a brand level but performance of the portfolio and category overall.

According to Garga, Sapient is truly redefining the space through its uniquely connected capability across brand, digital and commerce. The addition of (m)PHASIZE creates a powerful combination.

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