Posted by: Marshall Sponder | March 3, 2008

TNS buys Compete.com

Jay Meattle of Compete.com, whom I had lunch with last Thursday in Mid Manhattan, let me know last night that something big was just about to be announced at Compete.com.   Well, the other shoe just dropped this morning, about 20 minutes ago it was announced TNS extends digital capability through acquisition of Compete and I understand this is big news – though not yet clear what all the implications are:

 “…TNS will apply Compete’s ability to profile, measure and segment the online behavior of consumers to its own 6th dimension access panels.  This will start in the US, where TNS has a fully managed access panel of more than one million people and will then be extended across its network.  This will give TNS an unmatched ability to provide insight based on online and offline behavior and on consumer attitudes. 

David Lowden, Chief Executive of TNS, said: “This acquisition is an important move for TNS that builds on our ability to help clients understand consumer behavior in the new and highly complex digital world.  Compete has built a world-class digital intelligence capability that delivers multiple perspectives on how consumers engage with brands online.  Its strength lies in its ability to provide competitive analysis of individuals’ online behavior, a rapidly growing section of the market that has enormous potential. 

“TNS will enhance this offering by putting it together with the understanding of consumer attitudes and behavior that we gain from our access panels.  We will use our network to offer this powerful combination to clients across the globe.  In the longer term, we will look at the opportunities to add further value by using our Worldpanel, Retail & Shopper and audience measurement capabilities to integrate data on purchasing and viewing behavior with internet search and shopping behavior.  We believe this will allow TNS to develop new syndicated and custom products, unique in our industry.”

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