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The In Store Analytics’ Playing Field Just Got Smaller

The in-store analytics space has consolidated a bit, with Brickstream purchasing Nomi in an all-equity no-cash deal.

Nomi co-founder and Chief Revenue Officer Wesley Barrow said the entire Nomi team will be staying with the combined firm post-acquisition, reported TechCrunch.

The resultant operation will 110 employees, the story said, with Brickstream CEO Steve Jeffery as the CEO of the combined force. Nomi CEO Marc Ferrentino will assume the chief marketing officer title and Barrow will be in charge of new business and strategic markets.

“Nomi was founded about two years ago by a team of executives from Buddy Media and Salesforce.com (which acquired Buddy). Its stated goal was to bring online analytics to offline businesses — helping them track which marketing campaigns were bringing customers into the store, and which of those customers were actually making purchases,” the story noted. “Brickstream has installed more than 100,000 in-store devices for camera-based analytics, so Barrow said that the deal helps Nomi sidestep the hurdle of actually getting its technology into stores. At the same time, Barrow said Nomi’s analytics tools help complete the Brickstream platform, and the combined platform is something that should “ruin all our competitors’ days.” The companies say that in the past three months, they’ve already signed 32 joint clients.”

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