Empower Buys Data Mining and Analysis Firm MIG

In the US, full-service marketing agency Empower MediaMarketing has acquired data analysis and mining specialist Market Intelligence Group (MIG). Terms of the deal were not disclosed.

Launched in 1998, MIG employs a team of statisticians and quant analysts skilled in advanced mathematical, statistical and computer modeling procedures, visualization software and reporting.

Empower says the acquisition will add new capabilities to its existing consumer insights and analytics offerings, helping clients learn more about their consumers and optimize ad spend across all marketing channels.

The combined entity will form Empower's new Market Intelligence Practice, combining MIG's services with Empower's expertise in metrics for paid, owned and earned marketing channels. Its offer will include full campaign tracking, predictive modeling, web site reporting and analytics, and advanced segmentation.

Empower's CEO, Jim Price (pictured), says the acquisition will build on his firm's experience of understanding who its clients' customers are and where to reach them. Robert Migliara, founder and President of MIG, comments: 'Joining Empower allows us to connect the dots between marketing, social media and data analytics. This new relationship means greater thinking and enhanced capabilities for both companies' clients.'

Web sites: www.empowermm.com and www.migsite.com .