• by Fern Siegel , November 24, 2023

The move gives Fusion92 clients access to audience lists and customer profiles to enhance market performance. Fusion92 helps brands with ad tech, analytics, strategy, creative, media and optimization. Client work includes Thrive, H&R Block, Ford and Rivers Casino.

The full TRAK team will be retained and join Fusion92’s existing data & analytics department.

“As the lines between marketing and data science continue to blur, this acquisition stands as a testament to our strategic commitment to harnessing the best of both worlds and our household-level audience targeting strategies,” said Matt Murphy, founder and chief executive officer of Fusion92.

Murphy added it would translate to “game-changing outcomes for the work we plan, activate and optimize for brands.”

TRAK, which innovated the delivery of predictive modeling, was founded in Toronto, Canada, in 2019 by Jessica Akinwale and Brian Tran. They are joining Fusion92 as vice president of strategy, data science & technology, and vice president of data science & technology, respectively.

TRAK’s system will be combined into Fusion92’s existing products and services, as well as a standalone offering.

“Our goal has always been to make data science more accessible and to help marketers get to the heart of what matters — their audience,” said Akinwale.