The two global data and analytics service providers NielsenIQ and GfK SE announced their planned merger. The step will create new opportunities for both companies in the area of retail and consumer analytics. Using advanced cloud technologies, NielsenIQ and GfK will be able to combine their complementary data and analytics tools to provide an even more comprehensive view of consumer behavior throughout the shopping journey. The aim is to identify trends at an early stage and respond more quickly to consumer needs and expectations. Details of the agreement for the merger were not disclosed.
GfK provides technology and consumer durables data and analytics in 67 countries. NielsenIQ monitors the fast-moving consumer goods (FMCG) sector in 90 countries. The merger of the two companies aims to expand the business within existing customer segments and new markets. According to a company release, the global combination of NielsenIQ’s cloud-based Connect platform and omnichannel measurement technologies with GfK’s recently launched gfknewron platform would enable the combined company to bring innovative consumer analytics products to market and expand its offerings to additional regions and industries. Both companies intend to grow the business further, both geographically and vertically.
