Faultline has only covered campaign analytics specialist MarketCast on a handful of occasions, yet we always find ourselves returning to a similar narrative – sensing a fierce yearning to break out of its father’s shadow and into a business built on a powerful combination of data science with primary research. Six acquisitions later (that we know of), MarketCast is making massive strides towards business diversification that rivals can only awe at. The latest item on the US firm’s shopping list is Phoenix Marketing International, which adds an advertising analytics flavor to MarketCast’s research broth. Together with the acquisitions of a virtual audience analytics testing suite from Invoke (2021), smart TV and set top data science firm Deductive (2020), Turnkey Sports…