MarketShare Links With Software Firm

Los Angeles-based MarketShare, the marketing analytics firm headed by Wes Nichols, and software firm TRA, Inc., said today that the two will jointly marketing their solutions to each other's clients. Financial details of the deal were not disclosed. TRA is a provider of information on television advertising, used to analyze second-by-second TV viewing from set top box data and purchasing behavior. MarketShare provides predictive models and software used by companies to manage their sales, marketing, and pricing efforts.