Advanced Television

MarketCast acquires Deductive

September 23, 2020

MarketCast has announced the acquisition of Deductive, the data science team that supports some big names in media and consumer electronics, including Comcast, Vizio and Discovery.

Formerly called Dativa, Deductive provides data science services to help its clients find meaning from the granular datasets being captured by today’s media platforms and connected devices. MarketCast says that, with Deductive, its clients will now be able to pair primary custom research with advanced analytics to crunch a wider range of data and tease out insights and recommendations that are easy-to-understand and act upon by marketing and research leaders.

“The acquisition of Deductive addresses the changing needs of modern media companies and brands that require an ability to process complex data from a variety of sources at speed and scale,” said John Batter, CEO of MarketCast. “MarketCast has long been known for its incredible quantitative and qualitative research capabilities. Being able to now add data science and advanced analytics to this research mix is game-changing for our clients and the industry as a whole.”

“With competition heating up among entertainment platforms, studios, broadcasters and streamers are increasingly looking for ways to tap into granular audience datasets to find fans for their content and understand the impact of their advertising,” said Michael Collette, founder and CEO of Deductive. “With many shared clients and a common vision for the future of media research and analytics, MarketCast is the ideal home for our amazing team of data scientists and portfolio of services.”

Deductive founders, Michael Collette and Tom Weiss, will join a growing MarketCast organisation, which includes former leaders from Nielsen, Gracenote, IAC, NRG, Dreamworks and Comscore. Earlier this year, MarketCast integrated its recent acquisitions of social digital opinion measurement firm, Fizziology, custom research and insights leader, Insight Strategy Group, and Turnkey Sports Intelligence under the MarketCast brand and leadership team. Combined, the new MarketCast organisation provides the scale to support the largest media brands and sports leagues on the planet with the speed and agility to focus on solving unique client business challenges.

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