Forrester Research, Inc. (Nasdaq: FORR) has acquired the Strategic Oxygen business from Monitor. Offered as a separate product, Strategic Oxygen will provide Forrester's global Technology Product Management & Marketing Professionals clients with data-rich insight to help them plan their marketing mix and spending more effectively, particularly in identifying key influencers and crafting and delivering messages to influencers.

"Thanks to Strategic Oxygen's unique decision tool, Forrester now offers additional distinctive value to the Technology Product Management & Marketing Professionals it already serves, elevating their own and their company's performance," said Mark R. Nemec, Ph.D., managing director of Forrester’s Technology Industry Client Group. "We are truly delighted to welcome Strategic Oxygen CEO Michael Gale and his team to Forrester."

Forrester will integrate Strategic Oxygen's employees into the organization immediately. Offered independently from Forrester's existing RoleView offering, the Strategic Oxygen product allows marketers to:

• Identify which key influencers to approach with their products/services.
• Learn which messages will yield the best results with these influencers.
• Determine the best media to use in messaging to these influencers.

"Strategic Oxygen clients greatly value what has become a premium product to develop and implement successful marketing plans," said Robert Lurie, Monitor's co-managing partner. "In deciding to concentrate on its core consulting business, Monitor is selling Forrester a respected, influential, and vital data-driven offering for today’s marketing professionals at major companies in the technology industry."

"This deal highlights Forrester's disciplined approach to acquisitions," said George F. Colony, Forrester’s chairman of the board and chief executive officer. "First and foremost, we look for opportunities that increase shareholder value — deals that will be accretive to margin and EPS in the medium- and long-term. Second, we look to acquire companies with strong growth potential — specifically, at or above our historical levels. Finally, we look for opportunities that align with our role-based strategy — ones that bring new and unique content to one or more of our existing roles."

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