Financial terms of the cash-and-stock transaction weren’t disclosed. Market Track said the addition of InfoScout will enable it to connect omnichannel marketing and pricing activity to actual sales results.
InfoScout maintains the nation’s largest, most-representative shopper panel, which monitors consumer purchase activity across online and brick-and-mortar retail channels, Market Track noted. InfoScout gathers real-time purchase data across all key consumer categories, from consumer electronics to consumer packaged goods, and enables on-demand access for its clients.
Through its purchase triggered surveys, InfoScout has revolutionized how clients link shopping behaviors with the attitudes that drive them, according to Market Track.
“Market Track is accelerating progress toward its vision of delivering best-in-class, unified competitive business intelligence. We have a well-established foundation of providing insight into the marketing mix elements that influence where, when and how consumers shop,” stated Dennis Moore, chief executive officer of Market Track. “Through partnering with InfoScout, we can link our rich business intelligence and insights with true sales impacts for virtually all categories purchased in-store and online.”
Plans call for InfoScout to retain its name, employees and San Francisco headquarters, with Jared Schrieber continuing as CEO. Schrieber and co-founder Jon Brelig will become meaningful shareholders in the platform and work Market Track management to help shape competitive business intelligence, Market Track said.
“The opportunities ahead are exciting for our team and transformative for our industry,” Schrieber commented. “Where InfoScout currently provides valuable insights into omnichannel shopping activity, integrations with Market Track will enhance those insights by tying consumer purchases back to the advertising, promotions and pricing that ultimately influence those consumer choices. To provide the full 360-degree view from points of influence through to actual purchases will be a big win for both legacy InfoScout and current Market Track clients.”
Chicago-based Market Track, acquired earlier this year by private equity firm Vista Equity Partners, serves more than 2,100 clients across all classes of trade and product categories, providing insight into how advertising, promotional and e-commerce activity are influencing consumer purchasing decisions. The company’s solutions allow advertisers, agencies, retailers and manufacturers to monitor and analyze causal data, creative execution and ad spending to optimize their marketing campaigns. Clients use its capabilities to assess how competing retailers, products and brands are being advertised, priced and promoted in-store and online.