光波微系统公司

2022年4月25日

2022年4月25日，伦敦和哥本哈根——(美国商业资讯)——全球领先的数据驱动分析和品牌咨询公司Kantar今天宣布，已达成最终协议，收购总部位于丹麦哥本哈根的营销测量和优化公司Blackwood Seven。该交易预计将于4月底完成。此举巩固了Kantar在营销ROI测量方面的市场领导者地位;预计到2024年市场价值将达到30亿美元(复合年增长率为17%)，并加速公司为全球客户群提供统一营销测量解决方案的计划。在运营方面，Blackwood Seven团队将加入由Chris Petranto领导的Kantar Analytics Practice。今天的公告是自贝恩资本于2019年12月收购多数股权以来，Kantar的第六次收购。Blackwood Seven由Henrik Hasselbalch Busch, Thomas Bertelsen和前首席执行官Carl Erik kk ærsgaard于2013年创立，是一家领先的营销效率和规划解决方案提供商。它们在全球范围内提供高度可扩展的、人工智能驱动的、无cookie的统一营销测量。他们的高级分析在细粒度层面上产生营销ROI洞察，使营销人员能够优化他们的投资并预测业务结果。由汉密尔顿提供动力。AI platform, which continually learns from the effects of past media investments, their solutions model a multitude of scenarios to create future media plans down to an individual publisher level. Sophisticated modelling, which accounts for synergies between channels, macroeconomic factors and competitor activity, allows marketers to make better informed decisions. Continuously refreshed data inputs also facilitate real-time planning and in-flight campaign optimisation. Commenting on the acquisition, Ted Prince, Chief Product Officer at Kantar, said: “Kantar’s well-established credentials in ROI analysis are bolstered significantly by the addition of Blackwood Seven’s technology solution. Clients, including Honda, Suncorp and Telenor, already use their solution for budget setting, competitor analysis, reducing customer acquisition cost, measuring brand equity and minimising customer churn. The move will give Kantar’s global roster of clients access to the more granular analytics it provides, alongside the strategic guidance we are known for.” Prince continues: “Today’s marketers need a solution that brings together insights for both strategic and tactical/in-flight decision-making, and that is futureproofed against cookie deprecation and privacy legislation. We see this driving marketing ROI budgets towards Unified Marketing Measurement solutions in the future. Blackwood Seven’s unique AI-powered product is a leader in this space, and the team has an impressive track record of winning and retaining clients. We are excited to welcome them into our Analytics Practice.” Henrik Hasselbalch Busch, CEO, Blackwood Seven, added: “Blackwood Seven’s solution gives marketers a way to bring granularity and depth to measuring the effects of their marketing investments, answering the need for a solution to guide both strategic and tactical decisions. Kantar is uniquely placed to scale the offer and enable more businesses around the world to benefit from its many applications.” Commercial terms of the transaction were not disclosed. -Ends- About Kantar: Kantar is the world’s leading evidence-based insights and consulting company. We have a complete, unique and rounded understanding of how people think, feel and act; globally and locally in over 90 markets. By combining the deep expertise of our people, our data resources and benchmarks, our innovative analytics and technology, we help our clients understand people and inspire growth. 1 Forrester estimate, Q1 2022 Contacts