Dynata acquires data science company 0ptimus Analytics
December 13, 2021
Proprietary data platform Dynata has acquired artificial intelligence and machine learning company 0ptimus Analytics, whose platform connects, models and transforms information into real-time activation. Terms of the contract are not disclosed.
Founded in 2013, 0ptimus combines information, data science, predictive analytics and proprietary software platform solutions to target advertising and promotion and drive brand growth. The company’s data creation and audience modeling technology enables audience segments to be created or updated in hours, in response to real-world triggers. Users of the company’s platform can create on-demand information on consumer behavior, attitudes, perceptions, activism, causes, trends and current events, drawn from the opt-in panel of the company.
Dynata says the purchase will make it easier and faster for marketers to connect customer intelligence and information to people-based first-party audiences for media, marketing and CRM activation. This new addition, along with Dynata’s recent acquisition of creative testing company Ameritest, enables Dynata to offer customers a suite of end-to-end advertising solutions – from audience discovery, connected data and marketing to customers. ‘campaign activation to measure and optimize advertising effectiveness.
Scott Tranter (photo), Founder and CEO of 0ptimus Analytics, comments: “We believe that understanding the real behavior and real motivations of real people is the basis of marketing success. We help customers understand who their real customer is, then target them for maximum engagement. We are delighted to join Dynata and continue to help brands in their efforts to understand and engage their audiences in order to drive demand and grow their business ”.
Internet sites: www.dynata.com and www.0ptimus.com.