Buy Brings BERA's Predictive Tech to The Harris Poll

Marcoms group Stagwell has acquired predictive brand technology platform BERA, which will become part of the former's Harris Poll subsidiary, and will add its technology into real-time MR and brand tracking product the Harris Quest suite.

Led by co-CEOs John Gerzema and Will Johnson, The Harris Poll offers advisory services, analytics products and real-time software services across sectors to governments and business decision-makers. Its expertise includes marketing, reputation management, customer experience, trends, futures, and thought leadership / research for public release. Harris Quest was launched in 2023 and provides a suite of martech research products: QuestBrand, QuestDIY, QuestPRO, QuestCX, QuestIC and QuestAI.

The integration of BERA into the suite promises enhanced predictive brand analytics and direct 'brand-to-business' correlation: specifically, the ability to forecast brand performance and understand future brand health; to accurately measure the financial value of brands using BERA's validated methodology; and to identify and prioritize high-value audiences.

'This acquisition is a significant milestone for us and our clients' says Johnson. 'Integrating BERA's predictive capabilities into our platform will enable us to deliver even faster, more accurate insights that are critical for effective decision-making in today's dynamic market environment. In addition to our existing real-time analytics, we can now offer customized metrics across virtually any industry and stronger predictive intelligence'.

Web sites: www.theharrispoll.com and www.stagwellmarketingcloud.com .