Sorrell’s S4 Capital beefs up analytics division with double acquisition
Sir Martin Sorrell’s S4 Capital today said it has beefed up its data analytics capabilities, unveiling the acquisition of two data companies.
The digital marketing firm said it has bought London data firm Conversion Works and South Korean consultancy Datalicious Korea for an undisclosed sum.
Read more: Sorrell’s S4 Capital buys Silicon Valley agency Firewood for $150m
S4 Capital said the two companies will be merged with Mightyhive, its programmatic media division.
Conversion Works partners with clients including Boots, Diageo and Giffgaff, helping them to collect data, predict audience behaviour and target users.
Datalicious Korea, a certified partner of Google Analytics, provides measurement services for social media campaigns. Its clients include Samsung and Adidas Korea.
The acquisitions are the latest in a flurry of purchases for S4 Capital, which plans to double in size by 2021. Mightyhive has now expanded its presence to 15 countries and 21 cities.
“Data and analytics are at the heart of our new age/new era model and we look forward to working with our clients in Europe and Asia Pacific as they invest in deeper first party data driven content and programmatic capabilities,” said Sorrell in a joint statement with S4 chief growth officer Scott Spirit.
Russell Sutton, founder and chief executive of Conversion Works, said tough new data regulation such as GPDR meant firms were increasingly seeking external help on their analytics strategies.
“Marketers need experts to help them adapt to new analytics standards, to remain compliant and to gain valuable insights required to grow their business,” he said.
Read more: Sorrell’s S4 Capital sees earnings slip amid rapid expansion
Sorrell, who set up S4 following his acrimonious departure from ad giant WPP last year, has chosen to take a purely digital approach to his new venture.
Earlier this month the firm snapped up Silicon Valley marketing agency Firewood in a deal worth $150m (£122m).
Main image credit: Getty