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Telecom services firm Neustar has acquired analytics firm Aggregate Knowledge for $119 million in cash and stock as it looks to augment its campaign measurement capabilities.

Though it’s been around for 18 years, the Virginia-based Neustar is a relative newcomer to marketing. The company only realized the value of its data for marketing around three years ago when clients asked the phone number management and caller ID provider for information that could help them better understand their customers or potential customers.

Now, Neustar hopes the purchase of San Mateo, CA’s Aggregate Knowledge will fill a void by providing measurement analytics. The firm already offers audience segmentation and campaign planning services.

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