Sapient Buys Analytics Firm (m)phasize

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Business consultancy company, Sapient, has acquired (m)PHASIZE , a Westport, CT-based cross-channel marketing analytics firm for an undisclosed sum. Amongst its clients are Avon and Pfizer.

According to Sapient, the acquisition will further help the company's clients and its digital marketing subsidiary SapientNitro determine how to best spend their marketing dollars in an increasingly complex, multi-channel landscape.

"CMO's are grappling with the shift in how to advance their brand and business in a world that is disrupted by an always-on and highly connected consumer," says Sapient CMO Bill Kanarick. "This is a vast and complex landscape with a proliferation of media outlets, both bought and earned. Companies can no longer merely rely on their instincts to do that," he adds.

(m)PHASIZE uses predictive forecasting models to help companies determine a mix of digital and traditional investments and to more precisely measure the return they get on these investments. The marketing analytics consultancy has worked with companies in the telecommunications, retail, consumer package goods, beauty, and pharmaceutical industries, among others.

Company founder Sunny Garga will continue as CEO of (m)PHASIZE and the two companies expect synergies among (m)PHASIZE clients for services from Sapient and its digital marketing agency, SapientNitro.