), a big data service provider to U.S media and consumer electronics in a deal that will help studio clients better predict audience behavior — including box office and PVOD consumption — and determine how best to target marketing dollars.
The acquisition, said to be in the $15-$20 million range, adds a team of Oxford data scientists and advanced analytics capabilities to MarketCast’s research and insights business. The company will now be able to tackle much larger data sets from digital platforms, connected devices and other third-parties, faster and with more scale, moving a lot more consumer data from a lot more sources quickly.Deductive supports clients from NBCUniversal and Discovery to Vizio.
MarketCast said the advanced capabilities are needed as audiences fragment across platforms and devices and the number of data signals grows exponentially.addresses the changing needs of modern media companies and brands that require an ability to process complex data from a variety of sources at speed and scale,” said Batter said. “ has long been known for its incredible quantitative and qualitative research capabilities.
“With competition heating up among entertainment platforms, studios, broadcasters and streamers are increasingly looking for ways to tap into granular audience datasets to find fans for their content and understand the impact of their advertising,” said Michael Collette, Deductive founder-CEO.
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