Data analytics and brand consulting group Kantar will acquire Numerator, a market intelligence company, from Vista Equity Partners.
Numerator leverages its proprietary data, which includes a digital panel of more than 1 million U.S. consumers, to provide insights to help companies understand their customers in real time and identify growth opportunities.
Kantar’s Worldpanel division provides currency grade data in more than 45 countries outside of North America, and the Numerator addition is expected to grow the combined dataset to provide insights into the shopping habits of almost 5 billion consumers globally.
The transaction is expected to complete by the third quarter. Numerator will continue to operate as a stand-alone business in the near term.