Dentsu Aegis Buys Swedish Analytics Firm Outfox

Ad group Dentsu Aegis Network has acquired Stockholm, Sweden-based digital analytics and conversion company Outfox. Terms of the deal were not disclosed.

Founded in 2010 by Lars Johansson and Christoffer Luthman, Outfox uses Google Analytics and other tools to help clients prepare measurement plans for new web sites or apps, by defining the necessary KPIs and metrics, documenting which data to collect, implementing tracking codes, and ensuring quality assurance of data collection. The firm can also help with the entire process for A/B testing, from analysis and hypothesis creation to execution.

Through the acquisition, Outfox will be integrated with digital marketing agency iProspect, whose Global President Ruth Stubbs says the deal will strengthen the company's position as a leader in areas such as digital analytics and conversion rate optimisation. Mattias Behrer, CEO, Dentsu Aegis Network Sweden, adds: 'Outfox is the only company in Sweden strategically focussed on conversion optimisation based on digital analysis, and their expertise and passion will help us innovate the way our clients' brands are built.'

Web site: www.dentsuaegis.com , www.iprospect.com and www.outfox.com .