AmFam Acquires Customer Intel Company Networked Insights
American Family announced its acquisition of Chicago-based data and analytics software company, Networked Insights, which will continue to operate as a stand alone company . The company, established in 2006, provides customer intelligence services for marketers. It is known for two primary services: Kairos and Audience.ai. Kairos makes it easier for marketers to create the best content by analyzing and organizing real-time consumer data from the social web. It allows for content planning, campaign management, and media targeting and optimization. Audience.ai is a tool to allow brands to build audiences and target them directly. Look.
And Networked Insights is no stranger to American Family – the insurer was a minority investor in its Series D and E. “This acquisition and others strengthen our best-in-class agency distribution by bringing best-in-class digital and data capabilities, providing our customers with both expertise and convenience” – American Family Chairman and CEO, Jack Salzwedel.
Here’s what employees on Glassdoor had to say about Networked Insights:
One last thought. Networked Insights claims that Audience.ai will improve one’s marketing efforts. Think: 3x better engagement, 40% lower CPC, and 88% higher likelihood to purchase. With that in mind, one can’t help but wonder why WPP’s GroupM, an investor in Networked Insights and a company that buys almost $100b in ads annually, didn’t think to purchase the company before AmFam; especially after winning the Walgreens account, which has a global marketing spend of ~$600M, which is way more than AmFam’s The General 2016 ad spend.
Bottom Line: AmFam’s Networked Insights is a data company focusing on customer acquisition and reach. Allstate’s Arity is a data company focusing on predictive analytics and mitigating losses in the automative industry .
PS. AmFam has also made a smaller acquisition of HomeGauge, a home inspection software company with 21 employees, based in Asheville, NC. “The aggregate information it provides will enable American Family to enhance its role proactively protecting consumers.”