Market Track and InfoScout Combine to Link Marketing Activity to Sales Impact in the Omnichannel World
CHICAGO (June 29, 2017) – Market Track, LLC, the market leading provider of competitive business intelligence solutions, today announced that it has joined forces with InfoScout, the first company to truly capture omnichannel purchase behaviors and attitudes that reflect the fluidity with which consumers shop across retail channels today.
Market Track, a newly acquired portfolio company of Vista Equity Partners, serves more than 2,100 clients across all classes of trade and product categories, providing insight into how advertising, promotional, and eCommerce activity is impacting consumer purchasing decisions. The cash and stock purchase of InfoScout by Market Track enables the linking of omnichannel marketing and pricing activity to actual sales results, positioning the combined set of intelligence to “close the loop” for the most complex and top-of-mind challenges facing CMOs today.
“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. 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,” said Dennis Moore, Chief Executive Officer, Market Track.
InfoScout maintains America’s largest, most representative shopper panel, monitoring consumer purchase activity across online and brick-and-mortar retail channels. The company collects real-time purchase data across every key consumer category, from consumer electronics to CPG, and enables on-demand access for its clients. Through its purchase triggered surveys, InfoScout has revolutionized how clients combine shopping behaviors with the attitudes that drive them – breaking ground on a new dimension of mission-critical consumer insights. The combined business will enrich clients’ understanding of what influences consumers at every step of their purchase journey.
“The opportunities ahead are exciting for our team, and transformative for our industry,” said Jared Schrieber, Co-Founder and CEO at InfoScout. “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.”
“We’ve leveraged Market Track’s solutions for insights into pricing and promotional activity in the market, and have been expanding our use of InfoScout insights into consumer purchase behaviors,” said John Showalter, Vice President of Shopper Insights and Category Development at Red Bull North America. “We look forward to seeing the two combine to better close the loop from our various marketing activities to actual changes in consumer buying behavior.”
“The retail environment is constantly evolving – as brand marketing shifts from being market-centric to people-centric, so too will measurement.” said Brian Sheth, Co-Founder and President of Vista Equity Partners. “This expansion of the Market Track platform to offer new and enhanced data solutions capable of supporting the most strategic CMO initiatives in the omnichannel ecosystem is exactly the type of strategic growth we are looking for.”
Following closing, InfoScout will maintain its name, all of its employees, its headquarters in San Francisco, CA and Jared Schrieber will continue as its CEO. Jared Schrieber and his co-founder, Jon Brelig, will become meaningful shareholders in the platform and are aligned with Market Track management towards shaping the future of competitive business intelligence.
About Market Track
Headquartered in Chicago, Illinois, Market Track is the leading provider of advertising, promotion, and eCommerce intelligence solutions, offering the most comprehensive coverage of key media channels available. Market Track’s solutions enable advertisers, agencies, retailers, and manufacturers to efficiently monitor and analyze causal data, creative execution, and ad spending to maximize the value of their marketing campaigns. Clients use Market Track’s capabilities to determine how competing retailers, products, and brands are being advertised, priced, and promoted both in-store and online. The company’s granular creative assets and data cover nearly every retail trade class, product category, and media channel. For more information, please visit, www.markettrack.com.
InfoScout helps brands and retailers grow via next generation consumer insights derived from America’s largest purchase panel. Through its portfolio of proprietary mobile apps that engage a representative sample of American shoppers, InfoScout captures nearly 1 out of every 500 shopping trips made across the country. These shoppers also complete in-the-moment surveys to more fully explain the ‘why behind the buy.’ With more than 100 million brick-and-mortar and eCommerce receipts captured annually, InfoScout has rapidly become a primary source of real-time, omnichannel behavioral insights for industry leaders such as Procter & Gamble, J&J, Chobani, Red Bull, Kroger, Samsung and NBC Universal. For more information, please visit www.infoscout.co.
About Vista Equity Partners
Vista Equity Partners, a U.S.-based investment firm with offices in Austin, San Francisco, Chicago, and Oakland with more than $30 billion in cumulative capital commitments, currently invests in software, data and technology-enabled organizations led by world-class management teams with long-term perspective. Vista is a value-added investor, contributing professional expertise and multi-level support towards companies realizing their full potential. Vista’s investment approach is anchored by a sizable long-term capital base, experience in structuring technology-oriented transactions, and proven management techniques that yield flexibility and opportunity in private equity investing. For more information, please visit www.vistaequitypartners.com.