January 11, 2012 – Boston-based Sapient announced its intention to acquire (m)Phasize, which would add marketing analytics software and services as the fourth pillar of its business operations.

(m)Phasize specializes in custom built, cross-channel marketing analytics tools and services, including predictive consumer models.

Sapient has focused efforts thus far on three practice areas: Sapient Government Services, its tech and consulting arm for governmental agencies; Sapient Global Markets, services for capital and commodity; and SapientNitro, its branding and commerce division. Sapient stated that the proposed (m)Phasize deal would have “immediate applicability” to its SapientNitro customers. In the last two months, Sapient has made marketing moves surrounding SapientNitro, building up its Portland offices and bringing in consumer research consultancy Iota Partners.

Sapient CEO and President Alan J. Herrick said in a release that the proposed acquisition was prompted in part because the “proliferation of marketing touchpoints and the explosion of data demand more sophisticated tools and nuanced models to truly understand performance.”

(m)Phasize is based in Connecticut and carries customers in more than 20 countries, with concentrations in consumer packaged goods, financial services, telecommunications and retail. Financial details of the proposed deal were not disclosed.

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