SapientNitro Enlarges Data Options, Adds Iota Team
Digital marketing and tech services firm SapientNitro is diving deeper into the data and analytics space with the absorption of Iota Partners, a consumer research
consultancy.
Iota was established in 2011 by co-founders Rick Robinson and John Cain to explore consumer behavior in the digital world and cull insights from massive amounts of data. The
firm's 10 staffers are joining SapientNitro.
The agency said it was making the group hire to get a better grasp on new techniques for managing and manipulating the data being digitally
generated, which doubles in size every year, according to research firm IDC.
“We’ll leverage Iota’s groundbreaking approaches and consumer insights to shape the stories we
tell and connections we forge in powerful new ways," stated Alan J. Herrick, president and CEO of Sapient, the parent company of SapientNitro.
The Iota partners have a history with Sapient.
They founded an ethnographic research firm called E-Lab, acquired by Sapient in 1999. After the acquisition, both Cain and Robinson assumed positions at Sapient before moving on to roles outside the
company. Cain was North American operations lead and Robinson was chief experience officer.
After leaving Sapient, Cain led the consumer experience planning team for Motorola’s
handset division, and was director at INGENIX, a “big data” software unit of UnitedHealth Group. Robinson went on to be a global market research director at NOP/GfK; a partner and senior
vice president of research at global survey panel provider Luth Research, and a research fellow at Continuum in Boston.
“Simply put, we help brands to powerfully inform their stories
with the richest insights they have seen,” stated Robinson. “Our challenge as a small boutique had been the lack of a scaled platform to bring to life those stories to their fullest
expression. As part of SapientNitro, we can leverage the best storytellers in the world -- ones that embrace the entire consumer ecosystem.”
Recent Online Media Daily Articles
-
Facebook Aims To Simplify Page Analytics June 19, 5:52 p.m.
In its latest step to simplify advertising and marketing on Facebook, the company on Wednesday announced ... -
Powley Tapped As iCrossing CEO June 19, 5:32 p.m.
Catching agency watchers off guard, Don Scales is stepping down as CEO of iCrossing, effective immediately.Stepping ... -
Twitter Gets Social With Viacom June 19, 5:21 p.m.
Twitter took another step Wednesday toward supporting television. The social-media company signed a partnership with Viacom ... -
Digital, Alternative Media Revs Forecast To Hit $436B By 2017 June 19, 3:01 p.m.
Various types of mobile marketing and advertising accounted for nine of the top 10 fastest-growing digital ... -
Acquisitions Flourish, Google To Seek Equity Firm To Further Deals June 19, 1:24 p.m.
Google is considering alliances with private-equity firms to help structure acquisition deals, but the tech company ... -
Millennial Expands Video Ad Options June 19, 11:44 a.m.
Mobile ad network Millennial Media is stepping up its video ad offerings with the launch of ... -
CIMM Issues Request For Data, Cross-Platform Metrics June 19, 9:29 a.m.
The Coalition for Innovative Media Measurement (CIMM) said it has issued a request for proposals involving ... -
Heads Or Tails: Facebook Grows A Long One, Surpasses 1 Million Advertisers June 19, 7:48 a.m.
Facebook has reached an important ad industry milestone, becoming one of the few mega platforms to ... -
Consumer Action: Most Web Users Want Control Over Tracking June 18, 8:20 p.m.
Most Web users have expectations about privacy that appear to be at odds with current practices ... -
Affiliate Channels Attract Global Buying, Tailored Marketing Programs June 18, 5:54 p.m.
The Internet continues to make the world smaller for affiliate marketers, but there are physical challenges ...
Be the first to comment on "SapientNitro Enlarges Data Options, Adds Iota Team"
Leave a Comment