Social media analytics provider MVPindex and data management platform Umbel have agreed to merge, bringing together the two Texas-based firms in a unified offering. The deal, set to close at the end of the month, aims to create a full sports and entertainment data solution for audience engagement and purchase intent blending MVPindex’s social media measurement and Umbel’s first-party customer data. Financial terms were not disclosed. But the merged operation will be based in Austin, site of Umbel’s prior HQ, with offices in Dallas. MVPindex execs Stan Woodward and Shawn Spieth will be CEO and president, respectively, of the combined company. MVPindex co-Founder Kyle Nelson will be CMO, Umbel CFO Iser Cukierman will assume the same role, and Umbel CEO Lisa Pearson will depart. Board representation will pull from both MVPindex and Umbel. The merged operation will combine to work with nearly 140 major brands, media outlets, teams, leagues and venues. “We see ourselves as very complementary without any real overlap,” Spieth said. “Together, we make ourselves much larger and more relevant. We think this leads to deeper and richer insights for everybody, and frankly, this is something some of our clients have asked for.” The deal, in development for several months, will eventually lead to a new, still-undisclosed brand name, but both the MVPindex and Umbel brands will be used in the immediate term. The combined employee base of more than 60 will be retained.
