GI Insight has extended its reach and capability
in the area of online consumer behaviourwith the acquisition of a majority stake in digital media analysis firm Cognesia
. GI Insight’s traditional strength in loyalty programmes and targeteddirect marketingcampaigns will be bolstered by Cognesia’s expertise in the real-time
tracking and analysis of customers’ online interactions.
Cognesia which will operate from its London offices as a
division of GI Insight,with its two
principals, Simon Roberts and Mark Wilding retained.
Andy Wood, GI
Insight’s managing director, comments: “This is a one plus one equals three
deal. Cognesia enables us to move beyond what is already a strong basis for customer
analysis, using primarily transactional information, to incorporating data on
other interactions with registered customers across digital media so that we
have a more extensive picture of each customer’s interests, preferences and, most
importantly, patterns of behaviour..”
He adds: “Cognesia
does something that not everybody does and few do well: it is able to track online
behaviour of individual customers and segment and target website content so
that companies can seamlessly create a personalised online experience for
customers. Combine this with the broader management of the customer journey
that we at GI Insight bring to the table and we have the potential to do
something really different.”
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