Experian Acquires Simmons
Simmons collects survey data from 30,000 individuals about what brands they buy, what media they use and Internet sites they visit. The privately held New York-based firm was founded in 1950.
The acquisition allows Experian to combine Simmons' data with its own consumer databases to provide modeling capabilities.
"The combination of Simmons and Experian allows us to link our respective consumer marketing capabilities to offer our clients a much broader range of communications solutions - from contact strategies to customer and prospect databases," said Bill Engel, co-CEO of Simmons.
Simmons also has a proprietary segmentation system called BehaviorGraphics.