Havas Media Group has acquired pan-European data analytics firm ElisaDBI, in a move to extend its media measurement and data collection and analysis services. Terms of the deal were not disclosed.
ElisaDBI, which was launched in Barcelona and Madrid before opening offices in London, describes its speciality as converting data into client-focused intelligence through the application of analytics. Services include web site analysis and conversion, mobile measurement, social media analysis and marketing performance measurement.
The firm will now work closely with the econometrics teams of both Havas Media and its digital consultancy Arena, and its team will be located among the planning strategy teams at the group's UK office. Founder Mike Potts, who is now Head of Data Strategy, says his team is excited to be joining Havas Media Group, especially at a time when there is 'so much noise' around data, analytics and digital intelligence.
Havas Media UK CEO Paul Frampton adds: 'The teams at ElisiaDBI ensure that media is better measured, marketing investments better made, and that data is more effectively used. The future is not big data, but 'connected data' - off and online, first and third party data - and this acquisition will make sure we lead in this area, rather than follow.'
Havas' latest deal follows its recent acquisition of consumer trend forecasting agency SCB Partners, which combines qual and quant data with knowledge gleaned from its Global Influencer and Opinion Leader networks.
Web sites: www.havasmediagroup.com and www.elisa-dbi.co.uk .
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.