De Novo Marketing acquires Cedar Rapids analytics business

CEDAR RAPIDS - A Cedar Rapids-based marketing company has purchased a data analytics company also located in the city.

De Novo Marketing announced Tuesday that it acquired Annex Analytics on July 1. Annex Analytics now will operate under the de Novo name and one of its co-founders, Peggy Stover, will join the company. Stover also is the director of the undergraduate marketing institute with the University of Iowa's Tippie College of Business.

De Novo founding partner Heather Smith Friedman said the addition of Annex is 'a natural extension” of the company's work. The acquisition also brings de Novo's employee count to 16.

'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,” Friedman said in a news release.

Annex co-founder Jim Thebeau will not join de Novo, but plans to launch a not-for-profit analytics education organization and run data analytics conferences across Iowa, according to the release.

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