Mönchengladbach, 22.06.2022 - Focus on shopper data: With the acquisition of Yagora GmbH, the MEDIA Central Group is expanding its solution portfolio to include data-based analysis and consulting services to optimise shopper marketing and sales in retail.
The MEDIA Central Group thus offers retail customers customised recommendations for drive-to-store marketing, including measuring the conversion of generated customer frequency into sales per store.
As a pioneer in the field of data-based convergent media planning for retail customers, strengthening its data analytics capabilities is a logical next step for the Group. The MEDIA Central Group is thus further expanding its position as a market-leading solution provider for data-supported 360-degree offer communication in the area of drive-to-store marketing.
With over 20 years of retail experience and more than 750 successfully completed customer projects, Yagora is one of the most renowned providers of shopper research and shopper data analytics on the market. Its client base includes international FMCG brands and retail companies. Yagora's data experts analyse and optimise shopper marketing measures, enabling them to improve the POS performance of their clients.
With an interdisciplinary team from the fields of data science, psychology and sociology, Yagora develops objective recommendations for action. The use of specially developed algorithms, access to a wide variety of data from our own quantitative surveys as well as additional data from third-party providers and our own field service control for experimental tests in retail as an additional safeguard are the decisive quality advantage of Yagora's data-based recommendations for action.
The shopper-focused solution provider is no stranger to the MEDIA Central Group: the companies are already working together on projects involving location analyses and proof of advertising effectiveness for retail customers. While Yagora will continue to operate independently on the market, the parties are looking forward to further intensifying their co-operation in the future.
Ingo Wienand, CEO MEDIA Central Group, says: "Our decision-making bases and customised recommendations are already data-driven. With Yagora GmbH, we have now gained the market-leading data science experts for understanding purchasing decisions and are thus further expanding our portfolio of solutions for our retail customers. The cooperation with Yagora is a ground-breaking step towards further expanding our market-leading position, particularly in the expansion of our services in the area of convergent media planning." Wienand is thus pursuing its announced goal of further expanding system- and data-supported business areas in order to offer retailers even more service excellence.
Gerd Palmer, Managing Director of Yagora GmbH, is also pleased about this step: "The MEDIA Central Group has been an enormously successful player on the market for 25 years and is an indispensable partner for retailers. We are delighted to further strengthen this strong partnership as part of the group and to be able to significantly increase the joint offering for retailers and manufacturers."
Andreas Luppold, previously a partner and consultant at Yagora, says: "As part of the MEDIA Central Group, Yagora can continue on its long-term growth path and intensify its collaboration with retailers." Andreas Luppold will continue to be available to the company as a consultant.