YouGov Acquires Social Analytics Company Portent.IO
Summary
It dissects, maps, and processes digital, survey, marketing and social data both to give clients predictive analytics models and track the efficacy of their campaigns.The company’s customer base includes Paramount, Sony, Lionsgate, the BBC – plus most of the major film studios, and a number of TV networks.The acquisition will enable YouGov to increase the scope of its offering by providing clients with some of the most advanced social monitoring and data science analytics tools available.Led by Stephan Shakespeare, Co-founder and CEO, YouGov is a global online community, where millions of people and thousands of political, cultural and commercial organizations engage in a continuous conversation about their beliefs, behaviours and brands.It has used YouGov’s panel to survey consumers and also, uses YouGov Profiles data to help media teams plan their marketing campaigns by mining audiences around movies, programmes, and actors.