Aberdeen Buys Intent Data Firm The Big Willow

In the US, intent-based marketing consultancy Aberdeen has acquired intention data science and ad targeting specialist The Big Willow. Terms of the deal have not been disclosed.

The Big Willow aims to improve how sellers find buyers, monitoring billions of daily web interactions to measure an account's intensity level during the research of a product category. This intent data tracks the buyer journeys of 3.7 billion device IDs across over 12 billion web pages. According to the firm, this level of intensity identifies prospects early in the buying cycle, often prior to their revealing their purchase intent to the market.

Through the deal, Aberdeen says it will be the first company in the market to deliver intent qualified opportunities that include the specific company location of the intent and the target titles with their respective contact information. As part of the transaction, Charlie Tarzian, The Big Willow CEO, has been named President and Chief Innovation Officer of Aberdeen, and Keith Blackwell is now Aberdeen's COO.

Aberdeen CEO Marc Osofsky (pictured) comments: 'We are focused on helping clients convert intent data into new wins. The addition of The Big Willow makes us the only company with all of the necessary capabilities to deliver results from the power of intent data'.

Web sites: www.aberdeen.com and www.thebigwillow.com .