Sapient Buys Cross-Media Analytics Firm m(PHASIZE)

Global technology and marketing services company Sapient has acquired cross-media marketing analytics firm (m)PHASIZE. Terms of the deal were not disclosed.

Westport, CT-based (m)PHASIZE was founded in 2008 by Sunil Garga (pictured), who previously served as IRI's President, Global Services Group and as President and COO of Marketing Management Analytics (MMA).

The firm - now rebranded as Sapient (m)PHASIZE - offers custom-built, proprietary analytics tools and services, along with predictive forecasting models to identify how targeted consumers are likely to respond to different communications. In addition, the firm analyzes how cross-channel traditional and digital media initiatives impact on marketing.

Alan Herrick, President and CEO of Sapient, comments: '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.'

Last September, Sapient's marketing and technology services arm SapientNitro integrated consumer research consultancy Iota Partners into its own research and analytics practices.

Web sites: www.sapient.com and www.sapientmphasize.com .