Date: May 4, 2012
Segmentation software got cool when its marketing ROI got compelling. As a distiller of marketing data, SPECTRA (now Nielsen Spectra) wasn’t going to make headlines. By wrapping the output in problem-solution features (data, strategy and scenario planning) and viewpoints on the theme of marketing ROI, we made the $5 million upstart inescapable in the consumer marketing press on its way to $90 million and a Nielsen acquisition.