Kenshoo, a global leader in marketing technology, announces its acquisition of Signals Analytics, a pioneer in AI-powered analytics and consumer insights. Providing Kenshoo clients with full-circle marketing intelligence, the acquisition allows Kenshoo to help brands solve critical challenges including how to catch up with accelerated e-commerce adoption, and be best positioned to predict go-to-market outcomes as well as understand, engage and transact with consumers regardless of channel.
The shopping landscape is challenged by digitization and the emergence of disruptive direct-to-consumer models as well as increased sensitivity to consumer privacy. Statistics show that 95% of consumer product launches fail annually, and up to 30% of marketing investments do not generate measurable return. To meet today’s consumer expectations and remain competitive, even mainstay consumer goods brands that traditionally sold through brick-and-mortar must rapidly transform engagement from physical to primarily digital and reiterative and establish direct customer relationships. This requires shorter, more intelligent innovation cycles and product planning followed by insights-driven launches and marketing execution. By establishing a first-of-its-kind AI-powered platform connecting internal and external data sets that surface insights across the entire go-to-market value chain, Kenshoo is equipped to empower enterprise clients to make stronger predictions and unleash their growth potential.
The companies’ combined assets create a connected knowledge graph across brand, consumer, product, campaign, publisher and market data silos. This enables insights and analytics teams to streamline trend analysis and identify white space opportunities, gives marketers the ability to build more effective strategic plans, and provides social, retail and publisher partners access to broader cross-channel intelligence.
Both businesses will continue to operate as usual, yet cross-reference each other for mutual benefit as they work to develop new solutions and synergies. Signals Analytics’ data will inform Kenshoo’s media activation algorithms, and Signals Analytics will tap Kenshoo data as a new source for platform analytics, ultimately broadening the scope and accuracy of each technology.