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Elevation Partners takes minority stake in marketing analytics firm

US marketing analytics firm MarketShare Partners has announced that private equity firm Elevation Partners has made a minority equity investment in the company.

US marketing analytics firm MarketShare Partners has announced that private equity firm Elevation Partners has made a minority equity investment in the company. The terms of the investment were not disclosed.
 
Privately-owned MarketShare Partners has developed a suite of proprietary software solutions that enables companies to determine how best to target the 21st Century consumer who, it says, is harder to reach in this era of fragmentation, social media, search and DVRs.

MSP evaluates the key drivers of a company’s business, such as macro-economic factors, product innovation, industry and client-specific data as well as brand buzz to help them make smarter decisions regarding where to most effectively spend their marketing, sales and promotional dollars.

By combining advanced analytics and the latest in statistical modeling, MSP’s technology aims to help companies improve the effectiveness of their sales and marketing strategies.

Founded in 2005, MarketShare has helped companies of all sizes enhance their advertising and sales programmes, including Charles Schwab, Electronic Arts and Mercedes-Benz.
 
MarketShare Partners’ co-chief executives Wes Nichols (pictured) and Jon Vein said: ‘Our partnership with Elevation Partners will clearly be a catalyst for our continued expansion. Given the current economic environment, our ability to help companies maximize their marketing efficiency and optimization, as well as overall resource allocation, gets timelier by the day. Elevation Partners’ expertise in media, marketing and entertainment makes them the right partner for us as we bring next generation technology to the world of marketing and media measurement – a world screaming for innovation.’
 
Ted Meisel, senior adviser at Elevation Partners, says: ‘With the fundamental shift in the media industry resulting in consumers receiving information through multiple new, non-traditional channels, marketing executives need to understand how to adapt their advertising and sales strategies to this fragmented environment. MarketShare’s innovative algorithms and software provides companies with detailed market insight and analysis that allows them to spend their sales and marketing dollars more effectively. We made this investment because we believe MarketShare’s game-changing technology positions the company to take full advantage of the market opportunities and represents huge prospects for future growth. It also allows us to leverage this knowledge across our portfolio companies.’
 
Elevation’s capital infusion will be used to support continued growth, including the deployment of a suite of software solutions that generate specific recommendations around marketing allocation, as well as continued international expansion through organic and acquisitive growth.
 
Concurrent with the investment, Meisel will join MSP’s board of directors.

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