The Mars Agency and Analytic Index, a Utah-based data platform, have formed a strategic partnership to bring higher levels of data and commerce intelligence to Mars' proprietary martech platform, Marilyn.
The combination of Marilyn and Analytic Index’s retail search and digital shelf intelligence platform will help Mars deliver actionable insights to clients across multiple e-commerce environments, according to a news release.
The partnership expands Mars' suite of shopper insights, retailer intelligence and performance measurement tools already provided to clients through Marilyn.
"E-commerce and retail media are critical aspects of the connected commerce landscape, and our practices in those areas are already best in class," said Rob Rivenburgh, CEO of The Mars Agency, in the release. "Now, combining Analytic Index's retail search and media knowledge with Marilyn's shopper insights and performance data will enable our clients to make even better decisions, create more connected experiences and drive even stronger results."
In two years, Analytic Index has provided unique insights into the digital media activity taking place on Amazon, Walmart, Target and Kroger. The company will also soon extend its Amazon coverage into Europe and Canada and expand its U.S. purview to track Albertsons Cos., Lowe's, The Home Depot, Best Buy and Chewy.
Analytic Index was co-founded by Nathan Rigby and Mike Karlsven, the team that previously launched and operated One Click Retail (now Edge by Ascential).
The partners will continue to serve clients independently while also joining forces as needed to deliver a strong set of insights on connected commerce, per the release.