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BtoB

Nielsen buys Marketing Analytics

Published on .

New York—Marketing research company Nielsen Co. has acquired Marketing Analytics, an Evanston, Ill., company that measures the impact of marketing campaigns on sales. Terms of the deal were not disclosed. The acquisition will enable Nielsen to provide marketers with an analysis of the impact of media and marketing across multiple channels, such as online and offline advertising and promotions, according to the company. Marketing Analytics' 52 employees will join the Nielsen team, and Nielsen will acquire all other assets including software and ongoing client projects. Marketing Analytics will be rebranded as Nielsen Marketing Analytics.
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