de Novo Marketing has announced the acquisition of Annex Analytics. After two and a half years as a successful data analytics and strategy firm, Annex Analytics will operate under the de Novo Marketing name.
Peggy Stover, one of the co-founders of Annex Analytics and Director of the Marketing Institute at the University of Iowa Henry B. Tippie College of Business, has joined the de Novo Marketing team and leads the merged analytics services group as Director of Data & Strategy.
Annex co-founder and Chief Operating Officer, Jim Thebeau, will not join the de Novo team, but will continue to facilitate live data analytics educational conferences across Iowa. He is in the process of creating a nonprofit analytics education organization to support his new role. Mr. Thebeau has championed the importance of data analytics in the advertising and marketing industry. He set up the first Corridor Data Analytics Conference in May 2018 at which analytics professionals from Transamerica, ACT Inc. and other businesses and nonprofits presented case studies on analytics implementations.
“Current Annex Analytics clients will not experience any interruption in service or capabilities,” said Ms. Stover. “We wanted to expand our footprint and offer our services to a wider audience of mid-size to large businesses and de Novo Marketing offers that opportunity. In the past year, we have completed multiple data analytics and data research projects for their clients.”
“Adding Peggy to our team in an official capacity allows us to offer comprehensive sales and marketing data analytics, data mining, competitive intelligence and data research,” said Heather Smith Friedman, founding partner of de Novo Marketing. “It is a natural extension of the work we are already doing and offers our clients stronger strategies to guide their creative campaigns. We have seen the impact on sales and marketing if we analyze the data first and wanted de Novo to be at the forefront of this movement.”