WPP Buys Data Science Firm Sandtable

Marcoms holding company WPP has acquired London-based data science company Sandtable, which uses an approach called Agent Based Modelling (ABM) for behavioural analytics and advanced simulations. Terms of the deal were not disclosed.

Sandtable build models of human behaviour using ABM; bringing together data and insight from a range of sources to create representations of the populations the firm is trying to understand. It claims these models are 'virtual populations' that will respond, as far as the data, insight and understanding allows, in the way a real population might in a range of future scenarios. The company then uses these models to help organisations understand what might happen in the future, and make better decisions around areas such as public health and shopper loyalty.

Founded in 2009, and led by CEO Andrew Skates (pictured), Sandtable employs people with interests in behavioural psychology, data analysis and computer science; and it has applied its approach to behaviour from shopping to rioting, soft drinks to hand washing. The company will be integrated into the technology practice of WPP's media investment arm GroupM, making the latter the 'first' media agency group to 'purposefully' invest in ABM.

Web sites: www.wpp.com and www.sandtable.com .