Stagwell Buys Location Data Analyst Epicenter

Marketing group Stagwell has acquired Epicenter Experience, a software company using mobile and location data to map and sequence complex patterns of consumer behavior. Terms were not disclosed.

Epicenter, which will become part of the Stagwell Marketing Cloud (SMC), offers The People Platform, which maps consumer visits to points of interest over time to deliver contextually relevant insights and in-depth understanding of consumer behavior in 'near-real time'. It then facilitates personalized messaging of those consumers, across sectors including retail, healthcare, consumer goods, sports and entertainment.

Epicenter's current leadership team including co-founders CEO Paul Krasinski and CFO Lynne Lipinsky will stay at the helm following the buy, which is SMC's third in the second half of 2022, following consumer intelligence firm Apollo Program in July and Maru Group a week ago.

Stagwell Chairman and CEO Mark Penn says of the deal, 'We have strong momentum building around the Stagwell Marketing Cloud's insights and analytics capabilities, and we're excited to add Epicenter's location-focused platform as another supplement to our data stack'. Epicenter's Krasinski (pictured) comments: 'With The People Platform we've built a tool that provides contextual awareness and behavioral understanding on a granular level, providing our clients with a connective tissue that they've come to view as a 'currency service.' We look forward to enhancing the SMC with this technology that can be applied within any industry'.

Stagwell, which is also the owner of the Harris and Harris Poll brands, employs around 13,000 people and is online at www.stagwellglobal.com .