Dentsu's Acquisition of Cardinal Path Help marketers Better Comprehend their Target Audience

By CIOReview | Wednesday, March 16, 2016

NEW YORK, NY: Data plays a significant role in modern marketing, enabling brands and marketers to better comprehend their targeted audiences and effectively reach out to them. The need for process sophistication, effective planning, and implementation of strategies based on Big Data analysis has motivated Dentsu Aegis Network to acquire Cardinal Path, an award-winning digital data consulting firm in the US and Canada.

“Our goal is to embed a data-driven philosophy into the very culture of the organizations we serve,” said John Hossack, President & Co-Founder, Cardinal Path. “As part of Dentsu Aegis Network, comprising the world’s best media, digital and creative agencies, we are able to push the limits of digital, marketing and analytics even further, by drawing on the strengths of a global team and harmonizing this data-centric mindset in all we do.”

Founded in 2011, and co-headquartered in Chicago and Vancouver, with additional offices in Phoenix and Toronto, Cardinal Path surfaced as a merger between three web analytics and digital intelligence firms; PublicInsite, VKI Studios, and WebShare. The agency was recognized as the “Most Influential Agency/Vendor of the Year” by the Digital Analytics Association, back in 2015, placing it in the ranks similar to that of Google Analytics and Adobe. The acquisition will see Cardinal’s team of 80 digital specialists continually operating under the guidance of President and Co-Founder John Hossack. He will be supported by his Senior Partners and Co-Founders David Booth, David Eckman, Corey Koberg, and Alex Langshur, as well as CFO Greg Dos Santos.

Strong expertise in Web Analytics has benefitted Cardinal Path to offer a suite of advanced data and analytics services to high-end clients comprising of Google, Intel, Bridgestone, and others. These services can be clubbed with other categories in the likes of strategic, business, and technical. Their underlying aim is to help brands navigate through a number of data-related challenges and simultaneously deliver competitive advantage through strong data and analytics. The acquisition will further help expand Dentsu’s analytics offerings across North America.

“Cardinal Path has the capabilities and vision to simplify the complexity of big data and make it significantly more relevant and actionable in communications,” commented Annette Warring, CEO, Dentsu Aegis Network Canada. “We need to quickly move beyond analytics that measure discrete capabilities to analytics that can measure the holistic communications and content ecosystem. An agency rooted in digital analytics is best suited to drive this development, which is what we have found in Cardinal Path.”

New News Headline: Dentsu’s Acquisition of Cardinal Path Help marketers Better Comprehend their Target Audience
Keywords: Data, Dentsu Aegis Network, Cardinal Path, Web Analytics, Digital Intelligence, PublicInsite, VKI Studios, WebShare