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VideoAmp Buys Conversion Logic
In the US, TV software and data platform VideoAmp has acquired cross-channel attribution, measurement and analytics solutions firm Conversion Logic. Terms of the deal have not been disclosed.
 Launched in 2014 by Trevor Testwuide and Alison Lohse, who previously worked at marketing intelligence firm Visual IQ, California-based Conversion Logic provides a platform that combines cloud analytics and machine learning for enterprise marketers, helping them convert data science into insights across the customer journey.
VideoAmp says that through the deal, its clients will benefit from the integration of Conversion Logic's software dashboard, simulation and optimization engine, and machine-learning attribution models to measure the incremental impact and lift of advertising on business outcomes such as sales, in-store visits and subscriptions. The acquisition will also extend VideoAmp's TV attribution capabilities, including its existing US TV dataset, which currently boasts 26 million households and 37 million devices.
In addition, JP Pereira (pictured), former Chief Client Officer at Conversion Logic, has been named Senior Vice President of Marketing Science at VideoAmp. Commenting on the deal, Pereira said: 'Existing Conversion Logic clients will be able to leverage the VideoAmp platform, and we look forward to delivering a unified approach to attribution through the integration of assets into our platform. Coming from Conversion Logic to VideoAmp, I can see just how powerful the integrated solutions will be to enable a holistic view of cross-channel media performance'.
Web sites: www.videoamp.com and www.conversionlogic.com .
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