Dentsu Aegis Network is adding more analytics firepower to its Merkle performance-marketing operation with the acquisition of a majority stake in India-based Ugam.
Terms were not disclosed, although the company said it was one of Merkle's biggest acquisitions to date.
The data and analytics company has 1,800 employees India, the U.S. and Australia and serves both the B2B and B2C marketing sectors.
DAN said the deal would help further scale Merkle’s offering, including its precision-marketing platform M1.
As DAN often does with acquired companies, it will rebrand Ugam, which will now be known as Ugam, a Merkle Company. It will be led by Sunil Mirani, Ugam cofounder-CEO, reporting to Craig Dempster, president, Merkle Americas. For now, the organizational chart for the rest of the Ugam management team remains unchanged.
“As the analytics business becomes increasingly commoditized, the pressure to expand capabilities into predictive and prescriptive methodologies simultaneously intensifies,” stated Alex Yoder, executive vice president, analytics for Merkle. “Merkle’s majority stake in Ugam and its resulting enhanced scale and capabilities will be instrumental as we scale to effectively compete with top analytic consulting firms over the next three to five years.”
Ugam is the fifth Merkle-related M&A deal for DAN in the last 12 months.