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UK/EUROPE – Kantar will acquire Copenhagen-based marketing measurement and optimization company black wood Ssame.

The transaction, which is expected to close by the end of April, is expected to cement Kantar’s position as a leader in marketing return on investment (ROI) measurement – a market estimated at $3 billion by 2024.

Operationally, the Blackwood Seven team will join Kantar’s analytical practice, led by Chris Petranto. This announcement represents Kantar’s sixth acquisition since Bain Capital took a majority stake in December 2019.

Founded in 2013 by Henrik Hasselbalch Busch, Thomas Bertelsen and former Managing Director Carl Erik Kjærsgaard, Blackwood Seven is a provider of marketing effectiveness and planning solutions. Powered by the Hamilton.AI platform, its tools model a multitude of scenarios to create future media plans down to the level of an individual publisher.

Sophisticated modeling, which takes into account synergies between channels, macroeconomic factors and competitor activity, allows marketers to make more informed decisions. Continuously updated data inputs also facilitate real-time planning and optimization of ongoing campaigns.

Commenting on the acquisition, Ted Prince, Chief Product Officer at Kantar, said, “Our well-established credentials in ROI analysis are significantly enhanced by the addition of Blackwood Seven’s technology solution.

“Today’s marketers need a solution that brings together information for strategic and tactical/in-flight decision-making that is future-proof against cookie obsolescence and privacy legislation. We see this driving marketing ROI budgets toward unified marketing measurement solutions in the future.

He continued, “Clients including Honda, Suncorp and Telenor are already using this solution to budget, analyze competitors, reduce customer acquisition cost, measure brand value and minimize churn. This move will give Kantar’s global client list access to the more granular analytics it provides, as well as the strategic advice we are known for.