LONDON — Kantar has reached a definitive agreement with Vista Equity Partners to acquire Numerator, a Chicago-based, tech-driven consumer and market intelligence company. Numerator blends proprietary data, including a digital panel of over one million U.S. consumers, with advanced technology to create unique insights that help companies understand their customers in real-time and identify growth opportunities.
Consumer behavior is transforming radically, and a detailed understanding of these changes is fundamental to strategic decision making for brands, according to Kantar, which said it is committed to remaining at the cutting edge of technology to deliver those critical data-driven insights.
Kantar said its Worldpanel division currently provides currency-grade data in more than 45 countries outside of North America. With Numerator’s world-class data breadth, depth, methodology and delivery platform in the U.S. and Canada, the combined dataset will provide insights into the shopping habits of almost five billion consumers globally, Kantar said. The acquisition is also complementary to the company’s U.S. Ad Intelligence business and exemplifies the role Kantar is increasingly playing at the intersection of brand and technology.
“In Kantar we have found a natural home, Numerator CEO Eric Belcher said. “This is a smart, strategic move by Kantar as they expand their global influence. This combination will create even more value for our customers and for the industry overall.”
In the near-term, Numerator will continue to operate as a stand-alone business. Longer term, the combination of complementary geographies, technologies, methodologies and data is expected to create a step-change in global consumer insights for brands and retailers.
The transaction is expected to complete by the third quarter of this year, subject to relevant legal and regulatory processes.