MVPindex and Umbel have announced on February 15, 2018, the merger of the two companies, thus “reinventing the way the entire sports and entertainment ecosystem – from brands and agencies to properties and talent – measures the value and impact of their digital marketing spend, including sponsorships and social media campaigns.”

According to the press release, the new entity will combine MVPindex’s social media measurement and valuation platform with Umbel’s solution for collecting and segmenting first-party data to “deliver highly targeted activations and campaigns.” Together, they will serve nearly 140 of the top brands, agencies, media companies, teams, leagues and venues, providing clients.

According to Umbel board member Tom Meredith and MVPindex CEO Stan Woodward, the merger will not only accelerate the growth of both platforms but it also has the power to transform the industry. “This is really a case of the whole being greater than the sum of its parts,” Meredith said. “In today’s 24/7, social media-centric world, our customers need credible data in real time to identify the partnerships and content that move the needle for their brands. MVPindex and Umbel are united in the belief that the market hasn’t adapted to the new reality.” Woodward added: “Why are we using stale and inherently biased survey responses – not to mention irrelevant sample sizes – to understand customer attitudes and behavior when the actual answers are in the data? Together, we can finally make the old methodologies obsolete and replace them with actionable insights that can drive immediate value for our clients.”

Based in Austin, Texas, with offices in Dallas, the company will be overseen by a board with representation from both MVPindex and Umbel. MVPindex CEO Stan Woodward has been named CEO. In addition, MVPindex Co-Founder Shawn Spieth will serve as President and Chairman with Co-Founder Kyle Nelson as CMO. Umbel CFO Iser Cukierman will serve as the company’s CFO and GM of the Umbel business unit. “I couldn’t be more excited to lead this team,” Woodward said. “Our mission is to leverage the largest, most valuable data asset on the planet and our leading social measurement platform to transform marketing research as we know it. And the big winners will be the brands, agencies, properties and talent with whom we do business.”

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