Neustar has entered into a definitive agreement to acquire marketing analytics technology firm MarketShare Partners for $450 million.
The purchase price is effectively reduced to approximately $390 million after taking into account tax benefits resulting from the transaction.
Using sales, marketing, macroeconomic, and its customers’ proprietary data, MarketShare quantifies the sales impact for leading brands such as MasterCard, Turner Broadcasting System, Intel, USAA, CarMax, and Twitter.
Neustar said the acquisition of MarketShare expands the company’s leadership in marketing services by creating a comprehensive data-driven solution enabling CMOs to plan, optimize, and allocate their online and offline marketing budgets.
With the two companies’ capabilities combined into a single solution, CMOs will be able to allocate precisely their resources across all sales channels such as stores, online, call centers, and sales teams, as well as media platforms like digital, television, radio, print, mobile, out-of-home, and in-store.
CMOs will also have the means to make better decisions on such operational factors as staffing, pricing, supply chain, and distribution.
“Combining Neustar’s leadership in authoritative identity, audience targeting and segmentation, and real-time media measurement with MarketShare’s market-leading technology and predictive analytics will enable CMOs to look across their entire business – from planning to execution, online and offline – to get a comprehensive and accurate reading of what is driving their sales,” said Lisa Hook, president and CEO of Neustar.