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NowVertical to buy Affinio

Toronto-based data analytics company NowVertical Group has entered into an agreement to acquire Affinio, a customer analytics firm based in Halifax. Affinio specializes in using social media data to help marketers identify previously unknown affinity groupings that can be used for campaigns based on consumer interests. Its clients include Publicis Groupe, Danone, Universal Music Group and R/GA Media Group.

“NowVertical and Affinio are deeply aligned in our common mission to help customers transform their business into a data-driven operation,” said Tim Burke, CEO of Affinio. “We look forward to the opportunity to further build out NOW's position in the marketing space and also scale together as we bring the wider suite of technologies under a single roof.”

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