Nielsen buys Marketing Analytics

SCHAUMBURG — Nielsen Holdings N.V. said Tuesday it acquired Marketing Analytics Inc. for an undisclosed sum.

Evanston, Ill.-based Marketing Analytics helps other companies measure the effectiveness of their marketing plans on sales through modeling and software. Nielsen will acquire all its assets including software and ongoing client projects.

Although Nielsen is best known for its rankings of the most watched television shows, its core business is advising corporate clients about what consumers are watching on TV and buying in stores.

Marketing Analytics was founded in 1991 and has 52 employees. Ross Link, the company's founder and chief executive, will continue to lead the group and help integrate it into Nielsen's offerings.

In afternoon trading, Nielsen shares rose 50 cents, or 1.9 percent, to $26.62.