Generational Equity, a leading mergers and acquisitions advisor for privately-held, middle-market businesses, is pleased to announce a strategic investment in its client, Alight Analytics, headquartered in Kansas City, Missouri, by Promotion Fulfillment Center, headquartered in Camanche, Iowa on February 5, 2015.

Alight is a pioneer in the marketing analytics industry. ChannelMix, Alight's data aggregation platform, automatically integrates online marketing data, offline marketing data, sales data and all other relevant marketing performance metrics to solve the ever-increasing challenge of siloed, disconnected marketing systems. Brands appreciate the flexibility of the ChannelMix Feed product, allowing their aggregated data to be fed to them and stored in-house. ChannelMix Self Service is perfect for agencies, providing a scalable and cost-effective data aggregation and reporting solution. For anyone seeking a more consultative approach, ChannelMix Full Service includes web analytics management, custom reporting, strategic services, analysis, modeling and training.

Managing Director Michael Goss and his team, including affiliate Michael O'Malley and Ms. Sloan Short, and Vice President Julie Sandoval, led the Generational Equity deal team that advised Alight Analytics on the transaction. "The synergies between the two companies offer a promising future for both sides," said lead dealmaker Sloan Short. For over 40 years Promotion Fulfillment Center has given leading brands an advantage over their competition by providing superior promotion and logistics services that deliver results. The company does this by gaining a complete understanding of each client's program requirements and goals and presenting a customized solution that has historically saved brands upwards of 30 percent on their operational costs.