MarketShare gets $32M infusion

The business and marketing analytics company is backed by Elevation Partners

MarketShare, a cross-media analytics company for businesses, has received a big vote of confidence from Elevation Partners to the tune of $32 million, a follow-up on Elevance Partners’ previously undisclosed investment in MarketShare in March 2009. The company says it will use the funds to support its organic growth, fuel more acquisitions, boost its Asia-Pacific and EMEA expansion, and drive product development. Elevation Partners Senior Advisor Ted Meisel and Principal Adam Hopkins will join MarketShare’s board of directors.

Founded in 2005, the Los Angeles-based company offers a unique B2B suite of products that enable businesses to drive sales by pinpointing which actions produce the best results. Using predictive analytic models and the company’s proprietary MarketShare Optimizer software platform, MarketShare helps businesses leverage data on their historical performance, current situation, and demand generation opportunities to make decisions on where to channel their resources to produce the biggest impact.

“MarketShare’s management team has accelerated the company’s growth by advancing its technology, expanding the breadth of its solutions, and attracting top talent to the company,” said Elevation Partners Principal Adam Hopkins in a statement. “Improving marketing effectiveness represents a tremendous value-creation opportunity for MarketShare and its clients; we are excited that our investment enables the company to continue to aggressively invest in its innovative analytics and technology platform.”

MarketShare has made several strategic acquisitions over the last several months to expand its analytics offerings to customers, including JovianDATA, a marketing business intelligence and data analytics technology firm that MarketShare acquired last August. Additionally, earlier this year, MarketShare acquired MarketingNPV, a company that enables businesses to measure and drive marketing performance.

“The age-old problem MarketShare solves – where and how companies should definitively invest to drive sales – is made even more complex with the digital era and a hyper-competitive, global marketplace,” said MarketShare co-CEO Wes Nichols. “At MarketShare, we’ve developed a powerful analytics platform that successfully leverages big data through forward-looking, predictive models that cover all levers a company controls to move the revenue needle.”