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TABS Analytics acquires Decision Insight

BY David Salazar

TABS Analytics is expanding its offerings with its latest strategic move. The Shelton, Conn.-based company has acquired Kansas City, Mo.-based Decision Insight, a shopper marketing research and analytics firm focused on brick-and-mortar and online shopping.

As a result of the deal, TABS will integrate Decision Insight’s SimuShop virtual shopping platform into its services, offering research in such categories as food/beverage, pet, household goods, and pharmaceuticals, among others. Decision Insight also has experience across various channels, including e-commerce, grocery, mass, drug, dollar and c-stores, the company said.

“Decision Insight is a leading innovator in virtual store research. They have a visually compelling platform that provides retailers and manufacturers with quick answers on arrangement, assortment, pricing, merchandising and packaging,” said Kurt Jetta, TABS executive chairman and founder. “What is most compelling to TABS, however, are the rigorous steps Decision Insight takes to ensure that its results are statistically robust and reliable. Decision Insight’s analytical approach and culture will be a good fit with our company.”

TABS said it has been pursuing strategic transactions alongside organic growth. Its acquisition of Decision Insight follows the acquisitions of Pivotstream and Hybrid Intelligence, which the company said have allowed it to add incremental content and intellectual property, as well as new customers and business channels to its portfolio. The addition of Decision Insight will increase TABS’ employee and revenue base by close to 50%, growing to more than 60 employees and 135 corporate clients.

“We are very excited about the tremendous possibilities of combining the power of TABS’ data analytics with our virtual shopping platform to enhance the ‘what if’ scenarios for our clients in brick-and-mortar and eCommerce,” said Decision Insight president and CEO Cathy Allin, who will remain president and join the TABS Board of Directors. “Looking at any industry today, we must better understand the shopper and continue to support the innovation, design and marketing efforts of our clients, including social learning and sustainability.”

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