• by Ben Frederick  @mp_benfred, February 16, 2016

European mobile marketer Beintoo announced a spinoff of their business for the U.S. called Cuebiq. The new business intelligence company will help businesses understand purchase intent and offline behavior.

The two companies will be run separately, with the former CEO of Beintoo, Antonio Tomarchio, becoming the new CEO of Cuebiq. Beintoo will remain in Europe under new leadership.

Cuebiq offers an array of products that use mobile location data, one of which offers recommendations to boost the effectiveness of campaigns based on geographical heat maps among other criteria, while another uses offline behavior at various points of interest to provide insights into consumer purchase intent.

Many companies favor the self-service aspect of business intelligence available to marketers at this point in time, as opposed to or in conjunction with, hiring BI specialists to help make sense of data.

Cuebiq will maintain the partnerships established by Beintoo, including Tapad, which specializes in cross-device marketing, and Liveramp, a data on-boarding company.

The move could help position the companies closer to funding sources, as well as expose their products to a larger and more unified audience than the EU permits.(Some analysts would say companies in Europe are having a better time of it than the M&A-heavy markets here.)

There is also the latest deal between the U.S .and the EU regarding the transfer of data between nations. Beintoo, being based in the EU, is already compliant with PII collection policies, which will give it a leg up when some form of a deal inevitably gets passed, potentially forcing other businesses to comply.