Kantar to Get Blackwood 7, Accelerating Advertising and marketing ROI Technological innovation Roadmap

LONDON & COPENHAGEN–(Small business WIRE)–Kantar, the world’s primary information-pushed analytics and model consulting corporation today announces it has achieved a definitive settlement to acquire Blackwood Seven, the Copenhagen, Denmark-primarily based promoting measurement and optimisation firm. The transaction is predicted to full by the conclude of April. The go cements Kantar’s place as a sector-chief in advertising and marketing ROI measurement a industry forecast to be valued at $3 billion by 2024 (17% CAGR1), and accelerates the firm’s ideas to bring a Unified Marketing Measurement answer to its global client foundation. Operationally, the Blackwood Seven workforce will be a part of Kantar’s Analytics Exercise, led by Chris Petranto. Today’s announcement represents Kantar’s sixth acquisition given that Bain Cash took a the greater part shareholding in December 2019.

Started in 2013 by Henrik Hasselbalch Busch, Thomas Bertelsen and former CEO Carl Erik Kjærsgaard, Blackwood 7 is a main supplier of advertising and marketing efficiency and organizing solutions. They present really scalable, AI-driven, cookie-much less unified marketing measurement globally. Their advanced analytics deliver advertising and marketing ROI insights at a granular amount, enabling marketers to optimise their investments and forecast business results. Powered by the Hamilton.AI system, which continually learns from the results of previous media investments, their options model a multitude of situations to generate future media ideas down to an personal publisher stage. Innovative modelling, which accounts for synergies concerning channels, macroeconomic things and competitor exercise, allows marketers to make much better knowledgeable selections. Continuously refreshed facts inputs also aid serious-time setting up and in-flight campaign optimisation.

Commenting on the acquisition, Ted Prince, Main Product or service Officer at Kantar, stated: “Kantar’s properly-proven qualifications in ROI investigation are bolstered noticeably by the addition of Blackwood Seven’s technology solution. Consumers, such as Honda, Suncorp and Telenor, now use their resolution for finances setting, competitor evaluation, minimizing purchaser acquisition price, measuring brand name equity and minimising purchaser churn. The shift will give Kantar’s worldwide roster of customers access to the extra granular analytics it offers, along with the strategic steering we are recognized for.”

Prince carries on: “Today’s entrepreneurs want a solution that delivers with each other insights for both strategic and tactical/in-flight final decision-producing, and that is futureproofed from cookie deprecation and privacy legislation. We see this driving marketing and advertising ROI budgets in the direction of Unified Promoting Measurement remedies in the foreseeable future. Blackwood Seven’s exclusive AI-powered solution is a chief in this area, and the team has an amazing observe history of winning and retaining consumers. We are enthusiastic to welcome them into our Analytics Observe.”

Henrik Hasselbalch Busch, CEO, Blackwood 7, extra: “Blackwood Seven’s option gives marketers a way to deliver granularity and depth to measuring the outcomes of their advertising and marketing investments, answering the have to have for a solution to manual the two strategic and tactical conclusions. Kantar is uniquely placed to scale the present and enable more corporations all around the earth to reward from its quite a few apps.”

Commercial phrases of the transaction were being not disclosed.


About Kantar: Kantar is the world’s major evidence-based insights and consulting company. We have a finish, exclusive and rounded comprehension of how men and women imagine, feel and act globally and regionally in about 90 marketplaces. By combining the deep expertise of our men and women, our information assets and benchmarks, our ground breaking analytics and technological innovation, we assistance our clientele recognize men and women and inspire advancement.

1 Forrester estimate, Q1 2022