Environics Analytics to acquire Nielsen customer data

Analytics company takes over Nielsen's Spectra targeting platform

Environics Analytics has signed a deal to become the exclusive provider of Nielsen‘s Spectra consumer targeting products in Canada.

The deal will see EA acquire selected technology and data assets from Nielsen related to the delivery of its Spectra services. Spectra will, however, remain a standalone platform and continue to serve its existing client base. During the transition, Nielsen and EA will collaborate to deliver services to existing clients.

EA president and founder Jan Kestle said that Spectra will strengthen her company’s consumer insight and targeting services, especially in the CPG and grocery retail industries. Spectra will be offered alongside EA’s PRIZM5 segmentation system, with additional capabilities now available to users of both platforms.

“While we have a number of CPG clients for select services, we have not had a significant focus in this industry because it has been well served by Nielsen for many years,” Kestle told Marketing in an email.

The asset acquisition “means that we will offer our full range of target marketing services to the CPG industry,” she said, adding that EA provides a range of services through its PRIZM5 and Envision5 offerings that she believes Nielsen’s CPG and grocery clients will be interested in.

Spectra uses demographic, consumption and media data to profile consumer groups and help marketers target them. It also assists clients with retail channel development and identifying stores with high growth potential for certain consumer categories and product lines. EA also plans to license Nielsen’s HomeScan data, which Kestle said would help them further analyze which consumers and stores have the most potential for local trade areas.

EA has been steadily improving its analytics technology and growing its customer base through acquisitions such as Spectra. In October, EA acquired Pivotal Contact, a marketing analytics and data management company based in Toronto, and in January 2015 it acquired SM Research, a technology firm specializing in targeted sampling and data hygiene.

Nielsen Canada managing director Jeanne Danubio said in a release that Nielsen hopes to leverage EA’s deep view of the Canadian consumer and expertise in micromarketing to better serve its own clients. “With a client-first approach, we recognize that our clients’ needs are sometimes met better by others who can provide more specific expertise in certain areas,” she said. “In this case, we believe that EA is better positioned to serve our clients in this space.”

See all comments Recent Comments
lmanes

EA’s PRIZM offering is already so useful, so any enhancement is always welcome. By the way, Jan Kestle is a woman, not a man!

Friday, January 08 @ 4:35 pm |

Add a comment

You must be to comment.

Create a Commenting Account

Consumer Articles

Cineplex wants to talk about the weather

New campaign positions movies as a fall back option when weather doesn't cooperate

LCBO.com offers 5,000 products, $12 home delivery

LCBO president says sales site will boost Ontario wineries, breweries, cider producers

Reaching Gen Z for the back-to-school season

With strong sales expected, study says it's key for retailers to court teens and tweens

General Mills brings gluten-free Cheerios to Canada

U.S. creative will be adapted for Canadian campaign next month

Kit and Ace’s summer of ‘Eh’

Retailer brings a taste of Canadiana to U.S. pop-up showroom

Online mattress retailers dream of disruption

Endy Sleep, Casper and more turn the traditional retail model on its head

Dare takes ‘made better’ message to the streets

Toronto-based company promotes new flavours in Toronto, Vancouver and Calgary

The quest to predict the way brand images get hijacked

Schulich is developing a tool to help marketers predict negative brand attention

20th Century Fox’s futurist looks at the bigger picture

Ted Schilowitz of Barco Escape discusses innovation coming to a theatre near you