• by Steve McClellan  @mp_mcclellan, December 16, 2014

Moving to add attribution expertise to its arsenal, Dentsu Aegis Network has acquired Cary, NC-based digital marketing agency Rockett Interactive, the company confirmed Tuesday. 

Founded in 2004, Rockett Interactive focuses on utilizing data and analytics to guide the strategic development of digital marketing programs for its clients which include Hanes, Duke Nursing, Lawn Doctor and The Body Shop.

Rockett Interactive will be integrated with iProspect, Dentsu Aegis Network’s global digital performance agency. Rockett Interactive founder and CEO Mark Rockett will join iProspect US as Senior Vice President, Head of Attribution reporting to Jeremy Cornfeldt, iProspect’s US President.

“This acquisition is another important step forward in the continued growth and breadth of Dentsu Aegis Network in the US,” said Nigel Morris, CEO of Dentsu Aegis Network Americas & EMEA. “Rockett Interactive’s services complement our vision of innovating the way brands are built, and this acquisition is strategically aligned with our desire to increase iProspect’s data analytics and attribution modeling capability.” 

The deal follows Dentsu Aegis’ September agreement to purchase San Diego-based search and content marketing agency Covario, which the company said at the time was also being integrated with iProspect. 

Commenting on the Rockett deal Cornfeldt said, “In today’s convergent world, every screen can become a transaction point. For performance marketing to drive results you must have total visibility into both your client’s business and the complexity around the consumer journey. The acquisition of Rockett Interactive builds on the expanded scale and category expertise iProspect now has with the recent acquisition of Covario, and adds important attribution expertise and a service model that enables us to [better] understand the impact a client’s media spending has on consumer behavior not directly connected to a sale.”