Merkle Buys UK Big Data Firm Aquilla Insight

Data-driven CRM and performance marketing agency Merkle has acquired UK-based big data analytics firm Aquilla Insight. Terms of the deal have not been disclosed.

Set up five years ago by data analysts Warwick Beresford-Jones and John Brodie, and with bases in Edinburgh, Derby and London, Aquila uses advanced analytical techniques and technology combined with human input from insight professionals, to help clients connect with individual customers. Twelve months ago, the firm announced it had doubled year-on-year turnover for the third time in a row, to £4.2m for the period 2015/16.

In a statement, Merkle (which is now owned by marcoms giant Dentsu Aegis Network) said Aquilla's skills in data analytics and the technology used to support the delivery of insight will boost its own capabilities and scale in the UK and European markets. The company will be renamed Merkle|Aquila and will become part of Merkle's European operation, led by Tim Berry. Founders Brodie and Beresford-Jones will remain at the helm of Aquila's leadership team, and the firm's 60 staff will join Merkle, bringing its European headcount to more than 850. The news follows Merkle's acquisitions of Spanish digital intelligence consultancy DIVISADERO in April, and of London-based data integration specialist DBG, and Periscopix, a specialist in search, programmatic media and web analytics, in 2016.

Commenting on the latest deal, Berry said: 'As a former statistician myself, I am particularly discerning when it comes to analytic talent and methodologies. Aquila's approach to using data to predict events for their clients is absolutely world class, and I am equally impressed by their ability to assemble a top-notch team of statisticians. There's no doubt that with our combined staff and capabilities, this acquisition will have an immediate and material impact, not only on Merkle's growth and client retention, but on the success of our collective European client base'.

Web sites: www.merkleinc.com and www.aquilainsight.com .