Insights & Data Analytics M&A activity bounced back in Q1’21. Deal activity was driven largely by private equity, as the major holding companies focused their attention internally. Private equity has been a key driver in the marketing industry for some time now as the “buy and build” approach has led to the creation of many new private equity backed agencies.
Platinum Equity bought online social media listening company Brandwatch–through its portfolio company Cision– for $450 million; Gauge Capital platform company Schlesinger Group picked up fieldwork and research services business Addison Research; and telecom data analytics provider Comlinkdata traded hands between Berkshire Partners and Alpine Investors. Diversis Capital, Tailwind Capital, New Mountain Capital, Vestar Capital, Verdane, EQT, Naxicap, and Swiss family office TBG were also involved in insights and data analytics related M&A in Q1’21.
After the economy recovers and companies repair their balance sheets, corporate investors are likely to seek out technologies that can help them decipher new customer behaviors, new attitudes, and new requirements in a post-COVID world where everything seems to have changed. Marketers will have to reset their understanding of their consumers and customers, and insights and data analytics companies will play an integral role in informing that future.
At Intrepid, our approach is to start building relationships with prospective clients early in their business life cycle. As you evaluate your own opportunities, please feel free to call us at 310.478.9000 for more pointed insight. We hope that this report serves as a valuable tool for you.
Insights & Data Analytics Lead