Dive Brief:
- Dentsu Aegis Network has acquired North American data consulting firm Cardinal Path in an effort to offer its clients comprehensive, credible data solutions to help them “succeed in the digital economy,” according to Dentsu.
- Cardinal Path is co-headquartered in Vancouver and Chicago and has a suite of data and analytics services categorized as strategic, business and technical. The agency won “Most Influential Agency/Vendor of the Year" by the Digital Analytics Association last year.
- Cardinal Path’s senior leadership is expected to remain on board after the acquisition.
Dive Insight:
Data is becoming increasingly essential to modern marketing, allowing brands and marketers to better understand their target audiences and more effectively reach them. But the challenge is that marketers haven’t quite connected the dots between tracking data and then applying it.
“Cardinal Path has the capabilities and vision to simplify the complexity of big data and make it significantly more relevant and actionable in communications,” said Dentsu Aegis Network Canada CEO Annette Warring. “We need to quickly move beyond analytics that measure discrete capabilities to analytics that can measure the holistic communications and content ecosystem. An agency rooted in digital analytics is best suited to drive this development, which is what we have found in Cardinal Path.”
According to the Wall Street Journal, terms of the deal were not disclosed.
