Channel Marketer Report


360insights Acquires Through-Channel, Strengthens Co-op Advertising Platform Capabilities

360insights, a leading supplier of channel management software and channel incentives, promotional analytics and channel insights technology, has acquired Through-Channel, a channel-focused marketing automation solution provider.

The acquisition strengthens the existing co-op funds management capabilities of 360insight’s Channel Success Platform. The Through-Channel co-op advertising platform puts brands in control of a feature-rich system with an extensive admin interface controlling everything from fund and activity set-up, through program rules, organization and channel hierarchies, and approval workflows. This gives channel marketers more co-op ad program agility by freeing them from having to work with their technology providers for every program change.

The acquisition of Through-Channel also brings additional depth of co-op funds experience to 360insights’ professional services and product management teams. 360insights will consolidate its co-op claims processing operations in Through-Channel’s Farmington Hills, MI office under the leadership of Ram Rajagopalan, the former President of Through-Channel.

“In our early discussions, we quickly realized these two companies had a shared vision,” said Jason Atkins, CEO of 360insights, in a press release.  “That vision is to provide our clients with a single, powerful platform from which they can manage and measure their entire promotional spend: sales incentives, consumer rebates, volume rebates, instant rebates, sell-through allowances, co-op and MDF, all executed and measured by a single lever.”

The new 360insights Co-op Advertising Platform – based on Through-Channel’s technology – targets Fortune 500 brands providing channel partners market development funds to increase revenue generation.