Influencer marketing firm Ahalogy expands Quotient’s data-driven media offerings, driving sales through social media for top CPG brands
Quotient Technology has announced it has signed a definitive agreement to acquire Ahalogy, a leading influencer marketing firm that delivers premium content across social media channels for consumer packaged goods (CPG) brands. The acquisition enhances Quotient’s performance media solutions for CPGs and retailers, adding social media expertise and a roster of proven influencers. Influencer marketing is projected to reach about $10 billion by 2020.
Quotient to acquire @Ahalogy
“Ahalogy is a perfect fit for Quotient as we expand and grow our digital media solutions, with a specific focus on CPG shopper marketing,” said Mir Aamir, President and CEO of Quotient.
Mir added, “Ahalogy has proven expertise in creating and delivering targeted digital content that drives brand sales, especially through social channels. This gives us another capability to deliver efficient digital media campaigns that reach valuable shoppers, including our 100 million verified buyer audience, using our proprietary shopper data to drive sales and measure performance.”
“We couldn’t be more thrilled to join Quotient,” said Bob Gilbreath, who cofounded Ahalogy in 2012 and serves as the company’s CEO.
Bob added, “This is a great opportunity to bring our influencer marketing capabilities to the more than 2,000 brands within Quotient’s network, giving CPG brands and retailers a single company to manage much of their digital marketing.”
Ahalogy has developed a network of thousands of social media influencers who have strong appeal to CPG and retail brands. It uses its proprietary software, called Muse, to determine trending themes – recipes, for instance, or types of food – that are of high interest for brands. The platform also helps match influencers, who were selected based on the quality of their followers, which they verify through a third-party source, and the quality of their content. Ahalogy’s campaigns only use paid, verifiable media to spread posts, guaranteeing all impressions are real.
Quotient’s media platform, proprietary measurement solution, and exclusive shopper data will enable Ahalogy to better measure sales lift from influencer campaigns. That’s because Quotient’s Retailer iQ™ platform connects to point-of-sale systems at major retailers that sell groceries. Quotient, which powers many apps and websites for retailers, uses Retailer iQ to help brands and retailers reach shoppers with relevant digital offers and media – all informed by purchase data and online engagement data. More than 60 million shoppers – about half of all U.S. households – are registered to savings programs powered by Retailer iQ.
Gilbreath, who has 20+ years of digital and brand marketing experience, including with Procter & Gamble and WPP, will continue to run the Ahalogy team. This acquisition also expands Quotient’s already strong commitment to Cincinnati, where the company already employs 100+ people.
Acquisition Details
Quotient will pay approximately $20.0 million cash in upfront consideration, subject to certain adjustments at closing. Additionally, contingent consideration of up to $30.0 million in cash may become payable upon the achievement of certain financial metrics from closing through Q4 2019. The deal is expected to close in June 2018.