• Thu. Jul 7th, 2022

Kantar to Get Blackwood 7, Accelerating Advertising ROI Engineering Roadmap

LONDON & COPENHAGEN, April 25, 2022–(Business WIRE)–Kantar, the world’s main info-pushed analytics and model consulting organization currently announces it has reached a definitive agreement to purchase Blackwood 7, the Copenhagen, Denmark-centered marketing measurement and optimisation business. The transaction is anticipated to entire by the conclude of April. The move cements Kantar’s situation as a market place-leader in advertising and marketing ROI measurement a market forecast to be valued at $3 billion by 2024 (17% CAGR1), and accelerates the firm’s programs to convey a Unified Marketing Measurement answer to its world shopper base. Operationally, the Blackwood 7 crew will join Kantar’s Analytics Observe, led by Chris Petranto. Today’s announcement represents Kantar’s sixth acquisition due to the fact Bain Money took a majority shareholding in December 2019.

Started in 2013 by Henrik Hasselbalch Busch, Thomas Bertelsen and former CEO Carl Erik Kjærsgaard, Blackwood 7 is a primary supplier of promoting performance and setting up answers. They provide remarkably scalable, AI-run, cookie-significantly less unified marketing and advertising measurement globally. Their highly developed analytics develop internet marketing ROI insights at a granular degree, enabling entrepreneurs to optimise their investments and predict organization results. Driven by the Hamilton.AI system, which continually learns from the effects of past media investments, their solutions product a multitude of situations to make future media plans down to an personal publisher level. Sophisticated modelling, which accounts for synergies between channels, macroeconomic factors and competitor exercise, lets marketers to make improved informed decisions. Continuously refreshed info inputs also aid authentic-time organizing and in-flight marketing campaign optimisation.

Commenting on the acquisition, Ted Prince, Main Item Officer at Kantar, reported: “Kantar’s properly-established qualifications in ROI investigation are bolstered appreciably by the addition of Blackwood Seven’s technological innovation remedy. Clients, which includes Honda, Suncorp and Telenor, presently use their resolution for finances placing, competitor examination, lessening consumer acquisition cost, measuring brand fairness and minimising buyer churn. The go will give Kantar’s international roster of shoppers obtain to the additional granular analytics it gives, alongside the strategic steering we are known for.”

Prince continues: “Today’s entrepreneurs want a option that brings collectively insights for both of those strategic and tactical/in-flight choice-earning, and that is futureproofed from cookie deprecation and privacy laws. We see this driving advertising ROI budgets in direction of Unified Internet marketing Measurement methods in the long run. Blackwood Seven’s distinctive AI-run solution is a chief in this room, and the workforce has an amazing track history of winning and retaining shoppers. We are thrilled to welcome them into our Analytics Follow.”

Henrik Hasselbalch Busch, CEO, Blackwood 7, additional: “Blackwood Seven’s answer presents marketers a way to bring granularity and depth to measuring the results of their internet marketing investments, answering the need for a solution to guidebook equally strategic and tactical selections. Kantar is uniquely positioned to scale the provide and enable extra organizations all around the globe to advantage from its a lot of purposes.”

Industrial conditions of the transaction were not disclosed.

-Finishes-

About Kantar: Kantar is the world’s main evidence-primarily based insights and consulting business. We have a complete, distinctive and rounded comprehension of how persons feel, sense and act globally and domestically in about 90 markets. By combining the deep skills of our men and women, our facts methods and benchmarks, our innovative analytics and engineering, we aid our consumers fully grasp people today and inspire expansion.

1 Forrester estimate, Q1 2022

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Sam Mohr
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