May 2019
Shelton, CT
has acquired
Kansas City, MO


Founded in 1998 by Dr. Kurt Jetta, TABS Analytics is a leading provide of technology-enabled marketing analytics solutions empowering CPG and retail organizations. TABS has re-engineered processing, delivery and analytics of market data to the CPG industry and is recognized as an industry leader. TABS has been ranked among the Top 10 Business Intelligence Providers to the CPG Industry in Consumer Goods Technology’s Readers’ Choice Survey for four years in a row. The company is headquartered in Shelton, CT.

Marlin & Associates is one of the most active investment banking advisory firms in the enterprise data & analytics sector and is very familiar with TABS and the competitive landscape it operates in.

Decision Insight is a leading shopper insights and retail strategy firm that uncovers shopper behaviors and motivations for manufacturers, retailers and restaurants. The firm is based out of Kansas City, MO. DI provides data driven, strategic point of view on shopper insights to CPG companies and has long term relationships with over 50 blue chip CPG customers. The company is led by a seasoned team with deep domain and behavioral research expertise.

In May 2019, TABS acquired Decision Insight from its shareholders that was funded through a combination of new equity and debt.

TABS will enhance its current service offerings with the integration of the Decision Insight SimuShop® virtual shopping platform, providing research across food and beverage, pet needs, household goods, durables, toys and gaming, pharmaceutical, alcoholic beverage and restaurant categories to deliver even greater insights. Decision Insight brings more than 35 years of trusted expertise across multiple retail channels.

Marlin & Associates’ thorough understanding of the competitive landscape allowed management to seamlessly prioritize the most strategically beneficial acquisition opportunities. M&A conducted financial analysis, a review of Decision Insight management’s business plan and financial forecasts, a competitive benchmarking analysis and spearheaded commercial and financial due diligence. M&A acted as exclusive strategic and financial advisor to TABS. M&A is pleased to have advised TABS on this very important transaction.

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