Blacksmith Applications, a leading provider of trade promotion management and optimization software for the consumer packaged goods industry, has acquired TABS Analytics and installed TABS’ founder and executive chairman, Kurt Jetta, as Blacksmiths’ new chief analytics officer.
The combined entity brings together the data analytics, category management and shopper insights solutions of TABS with the technical acumen, trade management expertise and domain knowledge of Blacksmith, the companies said.
“By joining the Blacksmith team, our clients benefit from the solutions and scale of one of the industry’s leading SaaS companies,” Jetta said in a release. “CPG companies can further improve ROI by integrating TABS performance insights with trade promotion management, trade promotion optimization and more broadly, revenue management and shopper analytics solutions. Our clients will be able to conduct predictive analytics on pricing, promotions and mix management within the Blacksmith platform.”
TABS solves what Blacksmith called one of the biggest challenges for consumer goods companies: turning data overload into insights by breaking down information silos that develop within CPG manufacturers. TABS combines data science with virtual shopper research and insights to deliver business intelligence that benefits retailers and CPG manufacturers. By being able to harmonize and analyze data, then test, validate and learn about shopper behaviors, TABS helps CPG companies improve productivity and accelerate their return on investment, the companies added.
TABS marks Blacksmith’s fourth acquisition since 2018. Earlier this year, it acquired Food Sales Enablers, a provider of sales and mobile technology solutions to manufacturers and brokers.
“It’s a critical step in our journey to solidify Blacksmith’s position as the industry’s leading provider of trade solutions and insights,” Paul Wietecha, president and CEO of Lawrence, Mass.-based Blacksmith, said in a blog post.
“It’s not enough to simply give customers part of the solution to address their trade challenges. Through the acquisition of TABS, the combined solution will link management, analytics and optimization to provide promotional stakeholders exactly what they need to manage and execute these investments in ways that grow revenue,” Wietecha added.
Marlin & Associates acted as the exclusive strategic and financial adviser, and BakerHostetler acted as legal adviser to TABS for this transaction.