Former Ipsos chief operating officer, Ken Peterson, joins to lead Nepa in the U.S.
One of Europe’s leading firms brings its innovative approach to U.S. for first time, announces it is among select few partnering with Facebook in Marketing Mix Modeling program.
NEW YORK, (June 13, 2017) – Nepa, a leading provider of data-driven consumer research and insights, has launched its first office to serve clients in the U.S. market, the company announced today. The office is located in New York and led by former Ipsos Chief Operating Officer, Ken Peterson, who was named Managing Director, U.S.
“I was drawn to Nepa by their ability to advance to the next step by way of actionable insights, leveraging big data not only for strategic purposes but also putting it to work for the local frontline user,” said Peterson. “This analytic capability distinguishes the company from all the other solutions I’ve seen out there in my nearly two decades in the industry, and is particularly critical in the retail sector, which is under tremendous competitive pressure at the moment.”
In the U.S., Nepa is initially targeting retail chains and outlets, with plans to expand to hotels, restaurants, gaming outposts, casinos and sports and entertainment hotspots.
Nepa’s customer experience capabilities move beyond the basics by providing immediate feedback, integrating sales, customer relationship management and loyalty data, and then leveraging that information to perform specific activities that will help individual locations and service areas drive tactical change locally.
“Nepa can give retailers a granular view of where they may be missing customer capture and insights that allow optimization of store space at a local level. This can be done across hundreds of locations very efficiently,” Peterson added.
“We are thrilled to have Ken come on board as he is a true champion of data actionability at all points of the consumer journey,” says Fredrik Östgren, CEO of Nepa. “With his depth of experience, operational expertise and market research acumen, Ken is a valuable addition to our team, and we look forward to working closely with him as we build Nepa’s footprint in the world’s largest market.”
The firm’s formal entry into the U.S. comes on the heels of the news that Nepa has been selected by Facebook as one of a small number of partner firms in Facebook’s Marketing Mix Modeling (MMM) Program, and the only such partner firm headquartered outside the U.S.
Through the partnership with Facebook, Nepa will help clients maximize their ROI on media spending and manage their retail locations more efficiently by assessing the impact of individual customer touchpoints based on factors like consumer location, level of campaigning on Facebook, and audience receptivity to those campaigns within a specific time frame.
By incorporating Facebook’s data into its research efforts, Nepa will be able to provide a clear picture of the role of digital in an overall media mix. Highly detailed and specific ROIs will thus be calculable not only for different time periods and ads, but also for comparing specific delivery systems such as desktop and mobile, impacts among specific age and other demographic groups, country and regional reach, the comparative effectiveness of different ad placements (i.e. in the Newsfeed versus in the right hand column) and much more.
Nepa will also conduct independent research focused on various topics popular on Facebook and share those findings with Facebook’s clients and wider stakeholder communities.
“Social media and digital campaigns need to be viewed through both a short- and long-term lens. Nepa strongly believes in taking a nuanced perspective of a firm’s brand versus its sales drivers and strives to create recommendations for marketing media mix projects that consider both a short- and long-term perspective. We bring marketers something no other firm can match, and we look forward to explaining all of the factors that have driven our global growth to a U.S. audience,” said Peterson.
Nepa currently has over 350 clients in more than 50 countries, and continues to grow its roster of clients in Consumer Package Goods, Retail, Financial Services, Media & Entertainment, Hotels, Restaurants and several other major industries.
New Board Members Named
Roggeveen is a Charles Clarke Reynolds Professor of Retail and Marketing at Babson College and serves as a member of the American Marketing Association and the Academic Council as well as Hedersprofessor in Retail and Marketing at Stockholm School of Economics. She holds a Ph.D in Marketing from Columbia University.
Hay, who has been CEO of the U.K.-based dunnhumby, spearheaded the customer science company’s U.S. operations in collaboration with retail doyen Kroger. He has previously managed customer service efforts at Tesco.
“Anne and Simon bring valuable experience in the U.S. marketplace to our board,” added Östgren. “We are excited to be welcoming them to the team and to leverage their considerable expertise and insights.”
Nepa was founded in 2006 with the goal of radically changing the traditional research industry by turning customer data into actionable insights that can have an immediate impact on company bottom lines.
Today, Nepa has emerged as one of Europe’s fastest growing companies and is pioneering new approaches to combining customer feedback, panel data and online consumer behavior with point of sale information. With its offices in Stockholm, Helsinki, Oslo, Copenhagen, London, Mumbai, Gurgaon and most recently, New York, Nepa has more than 350 clients in more than 50 countries across various industries, including retail, telecom and media and entertainment.
Nepa launched an IPO in April 2016 and trades on the NASDAQ Stockholm Stock Exchange.