• by Laurie Sullivan  @lauriesullivan, May 27, 2020

S4Capital’s MightyHive will build on its expertise in analytics and expand a footprint across Latin America in Argentina, Mexico, Colombia, and Chile with the merger of Latin American data and analytics firm Digodat.

The details of the transaction were not disclosed, but both companies refer to the deal as a merger because of its mix of cash and equity, reinforcing a unified financial structure versus companies that are seeking a cash buyout.

Online is proving to be the most measurable and best-performing alternative for effective and measurable communication, says S4Capital Executive Chairman Sir Martin Sorrell.

“It's clear that as a result of COVID-19 there is a major acceleration from analogue to digital executions with lockdowns and the consequent changes in consumer behavior online communication is becoming even more important,” Sorrell says. “We communicate online, we shop online, and we educate online, and the technologies are improving dramatically as a result.”

Digodat will integrate under the MightyHive brand in the coming months to support the need for data and analytics.

The merger strengthens the existing S4Capital presence in São Paulo, Mexico City, and Buenos Aires, and adds new capabilities in Santiago and Bogotá.

Digodat -- a certified partner for Google's analytics and cloud platforms -- brings expertise in digital analytics, site optimization, data visualization, predictive modeling, and data engineering.

“About 80% of Digodat's services are unique to what MightyHive offers in the region around programmatic,” said MightyHive co-founder and COO Chris Martin. “MightyHive will scale Digodat's proprietary data and analytics tools to its other regions.”

Alan Daitch and Mauro Giordano founded Digodat in 2015. Both will remain to help lead MightyHive's data and analytics business in Latin America.

MightyHive's clients include Bayer, Electrolux, Lavazza, Mondelez, Renault, SoFi, Sony Pictures, Sprint, and US Bank. All will gain the same level of service with additional resources to service the Latin American market.