Cision has completed its acquisition of PRIME Research claiming that the fellow researcher will enhance Cision’s global leadership position in professional services for media measurement insights and ROI analysis for communications programmes, and further advances its Artificial Intelligence and machine-learning technologies.
PRIME founder and president of Rainer Mathes has been appointed president of Cision Insights, which is dedicated to evaluating comms campaign effectiveness through customised intelligence, reporting and industry expertise.
He said: “At PRIME, we pride ourselves on being the best and working for the best. Our merger with Cision is a perfect example of this,. “I’m pleased to be joining the Cision team and look forward to sharing my knowledge in media measurement as I take on my new role leading Cision Insights.”
Prior to founding PRIME in 1988, Mathes was the managing director of the German Newspaper Marketing Association, Frankfurt and performed research at the Research Center (ZUMA) and the Institute of Media Studies at the University of Mainz. An expert in the field of communication research and measurement, Mathes has studied politics and media sciences and is a prolific author and lecturer.
Kevin Akeroyd, Cision CEO said that Rainer’s expertise in communication research and measurement, combined with PRIME’s exceptional technology platform that brings genuinely innovative AI/machine-learning applications to the communications industry, will be instrumental in helping his outfit improve the communicator’s ability to measure and optimise earned media ROI.”
“As head of Cision Insights, Mathes will help guide Cision’s ongoing commitment to provide in-depth analysis that enables our customers to make better informed decisions regarding their strategic communications programmes.”
PRIME uses AI and machine-learning technology to provide intelligent topic detection, entity recognition and semantic profiling for communication, marketing, sales, supply chain and risk management. It works with customers including Mastercard and Jaguar.
Rainer said the acquisition solidifies Cision’s mission to be the one-stop provider for brands who want to identify their ideal influencers, craft and distribute campaigns and attribute meaningful business value to their communications.