Sapient Acquires (m)PHASIZE, Providing Marketers with Mix Modeling Expertise to Enable Better Investment Decisions in a Fast

  Sapient Acquires (m)PHASIZE, Providing Marketers with Mix Modeling Expertise
  to Enable Better Investment Decisions in a Fast-Changing Media Landscape

   -- As marketing dollars shift, next-generation analytics firm quantifies
cross-channel impacts of investments, serves as “investment planner for CMOs”

Business Wire

BOSTON -- January 10, 2013

Sapient (NASDAQ: SAPE), today announced the acquisition of (m)PHASIZE, a
leader in the fast-emerging field of cross-channel marketing analytics.
(m)PHASIZE helps senior executives to better plan their marketing investments
against the backdrop of dramatic changes to media and marketing allocation
driven by the rise of digital channels and an increasingly connected consumer.

The move establishes Sapient as a go-to partner for its clients needing
strategic advice to better navigate the range of channels and choices that now
confront marketing executives. (m)PHASIZE brings a strategic, data-driven
approach to Sapient’s offerings, with immediate applicability to SapientNitro

(m)PHASIZE’s custom-built, proprietary analytics tools and services help
marketing executives make optimal budget allocation and planning decisions to
achieve business objectives and enhance ROI. Their innovative predictive
forecasting models enable clients to run “what if” scenarios that simulate how
targeted consumers will respond to different variables. (m)PHASIZE is also
distinguished for its ability to quantify cross-channel impacts, taking into
account the interplay between traditional media (radio, print, TV) and digital
(search, display, social, mobile) at a brand and category level. This
wide-angle approach enables clients to continuously measure and calibrate
marketing investments to generate incremental ROI in today’s dynamic,
always-on marketplace.

“Today’s consumer has very different and ever-changing media consumption and
buying patterns, making it much more complex to effectively allocate marketing
resources,” said Alan J. Herrick, president and CEO of Sapient. “In a world
driven by this connected consumer, 'traditional' and 'digital' paradigms no
longer exist. The proliferation of marketing touchpoints and the explosion of
data demand more sophisticated tools and nuanced models to truly understand
performance. With (m)PHASIZE, we’re able to show clients the mix of
investments needed to drive sales targets and significantly improve ROI.”

Added Bill Kanarick, Sapient CMO: “As the $500 billion dollar global
advertising industry struggles with the disruption caused by an always-on
world, CMOs are increasingly challenged to determine how best to spend their
marketing dollars. With (m)PHASIZE, we’re able to better plan those
investments and assess the true impact of cross-channel marketing investments
on business performance.”

(m)PHASIZE was founded by Sunil Garga, a respected innovator in the field of
marketing mix modeling and an executive and entrepreneur recognized as a
pioneer in the category. Former president of IRI Global Business and Consumer
Insights and Marketing Management Analytics (MMA), Garga founded (m)PHASIZE to
develop an approach to quantifying the optimal mix between traditional and
digital media, and to understand these effects at not only a brand level but
performance of the portfolio and category overall.

“In my 20 years in the field of marketing mix and ROI analytics, I have never
seen a time more ripe for the application of our solutions and our thinking,”
said Garga. “At (m)PHASIZE, we’ve developed innovative methods that take a
Wide Angle View (WAV) to help clients understand true marketing and media ROI
and make fact-based investment decisions in the face of an increasingly
complex set of choices about ways to spend. Sapient is truly redefining the
space through its uniquely connected capability across brand, digital and
commerce. The addition of (m)PHASIZE creates a unique and powerful

About (m)PHASIZE

(m)PHASIZE is a leader in the specialized field of marketing mix and
cross-channel marketing analytics. (m)PHASIZE serves as trusted advisors to
clients around the world. The (m)PHASIZE team is a powerful mix of experienced
client service professionals and statisticians with deep modeling expertise
and thought leadership whose mission is to help clients measurably improve
marketing effectiveness and ROI. For more information, visit

About Sapient®

Sapient is a global services company that helps clients transform in the areas
of business, marketing, and technology. The company operates three divisions
that enable clients to gain a competitive advantage and succeed in an
increasingly digital world. SapientNitro, Sapient Global Markets, and Sapient
Government Services fuse insight, creativity, and technology to drive
innovation and to help clients navigate complex business problems. Our
approach is the subject of case studies used by MBA programs at Harvard, Yale,
and MIT. The company has operations in North America, Europe, and
Asia-Pacific. For more information, visit

Sapient is a registered service mark of Sapient Corporation.


Media Contact:
David LaBar, +1-646-478-9846
Press spacebar to pause and continue. Press esc to stop.