• by Steve McClellan  @mp_mcclellan, July 7, 2017

Performance-marketing agency Merkle, part of Dentsu Aegis Network, has agreed to acquire data analytics firm Aquila Insight Limited, which is based in the UK.

Terms were not disclosed. 

The company has offices in Edinburgh and London, with a combined team of 60 statisticians and data scientists. It offers predictive analytics, media mix optimization, digital analytics and CRM to brands throughout Europe. 

Following the acquisition, Aquila will merge with Merkle’s European operation to become Merkle|Aquila. 

The pending deal is Merkle’s second European acquisition of 2017, following that of Spain-based, digital analytics consultancy, Divisadero in April. Both deals are part of Merkle’s plan to strengthen its European offering and footprint. 

“The Aquila Insight team has a great approach to building, growing and delivering impactful results for their clients through the use of sophisticated analytical methods,” stated David Williams, president and CEO, Merkle.

“As we continue to expand our footprint in Europe, predictive analytics needs to be at the heart of our growth strategy. Aquila will boost our capabilities in this area,” he added.