MetrixLab subsidiary MarketTools has bought RawData. MetrixLab provides online consumer research services to clients around the world while RawData is engaged in mobile research solutions. The acquisition is expected to enhance the IP portfolio and mobile research technology of MarketTools. There were no financial details given about the buyout.
In a press release, MetrixLab CEO Han de Groot says he saw a "great team that has developed, implemented, and demonstrated viability of breakthrough mobile technology" in the newly-bought company. "RawData has provided a mobile foundation that will allow us to passively track multiple media platforms. We are excited to continue to expand on that platform by including advertising exposure data, location data and in-the-moment-surveying. The intelligence and insight generated from a single source is astounding. As an example we are very excited to apply this to Cross Media Advertising Effectiveness research and to our Shopper solutions to drive relevant and timely insight for global brands and retailers," he said.
Join the Conversation