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As marketing dollars shift, next-generation analytics firm quantifies cross-channel impacts of investments, serves as “investment planner for CMOs”
BOSTON – January 10, 2013 – Sapient (NASDAQ: SAPE), today announced the acquisition of (m)PHASIZE, a leader in the fast-emerging field of cross-channel marketing analytics. (m)PHASIZE helps senior 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 move establishes Sapient as a go-to partner for its clients needing strategic advice to better navigate the range of channels and choices that now confront marketing executives. (m)PHASIZE brings a strategic, data-driven approach to Sapient’s offerings, with immediate applicability to SapientNitro clients.
(m)PHASIZE’s custom-built, proprietary analytics tools and services help marketing executives make optimal budget allocation and planning decisions to achieve business objectives and enhance ROI. Their innovative predictive forecasting models enable clients to run “what if” scenarios that simulate how targeted consumers will respond to different variables. (m)PHASIZE is also distinguished for its ability to quantify 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 wide-angle approach enables clients to continuously measure and calibrate marketing investments to generate incremental ROI in today’s dynamic, always-on marketplace.
“Today’s consumer has very different and ever-changing media consumption and buying patterns, making it much more complex to effectively allocate marketing resources,” said Alan J. Herrick, president and CEO of Sapient. “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. With (m)PHASIZE, we’re able to show clients the mix of investments needed to drive sales targets and significantly improve ROI.”
Added Bill Kanarick, Sapient CMO: “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.”
(m)PHASIZE was founded by Sunil Garga, a respected innovator in the field of marketing mix modeling and an executive and entrepreneur recognized as a pioneer in the category. Former president of IRI Global Business and Consumer Insights and Marketing Management Analytics (MMA), 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.
“In my 20 years in the field of marketing mix and ROI analytics, I have never seen a time more ripe for the application of our solutions and our thinking,” said Garga. “At (m)PHASIZE, we’ve developed innovative methods that take a Wide Angle View (WAV) to help clients understand true marketing and media ROI and make fact-based investment decisions in the face of an increasingly complex set of choices about ways to spend. Sapient is truly redefining the space through its uniquely connected capability across brand, digital and commerce. The addition of (m)PHASIZE creates a unique and powerful combination.”
(m)PHASIZE is a leader in the specialized field of marketing mix and cross-channel marketing analytics. (m)PHASIZE serves as trusted advisors to clients around the world. The (m)PHASIZE team is a powerful mix of experienced client service professionals and statisticians with deep modeling expertise and thought leadership whose mission is to help clients measurably improve marketing effectiveness and ROI. For more information, visit www.sapientmphasize.com.
Sapient is a global services company that helps clients transform in the areas of business, marketing, and technology. The company operates three divisions that enable clients to gain a competitive advantage and succeed in an increasingly digital world. SapientNitro, Sapient Global Markets, and Sapient Government Services fuse insight, creativity, and technology to drive innovation and to help clients navigate complex business problems. Our approach is the subject of case studies used by MBA programs at Harvard, Yale, and MIT. The company has operations in North America, Europe, and Asia-Pacific.
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