Last week marketing data company Neustar purchased MarketShare Partners and its sophisticated data analytics tools for $450 million. MarketShare’s flagship product allows CMOs to create predictive models to help them make better decisions about budget allocation. It has earned them a considerable amount of praise from clients which include MasterCard, Turner Broadcasting, Intel, Twitter and CarMax. With this merger, Neustar hopes to strengthen its ability to serve marketers who want to use data to make smarter decisions and deliver more relevant customer experiences.

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