NEWS1 August 2012

Aegis acquires analytics firm D2D


UK— Aegis has acquired marketing effectiveness analytics consultancy Data2Decisions (D2D) in a bid to bolster its global technology and data offerings for marketers. The company will become part of Aegis Media.

D2D was established in 2001 and works with clients on analysing data to inform marketing strategy. This includes assessment of pricing, promotions and return on media investment.

Paul Dyson (pictured), founder of D2D, said: “Joining the Aegis network will enable D2D to rapidly build out our outstanding consulting and technology offering across a range of geographies. Delivering marketing effectiveness on a global scale is a critical issue many clients are facing and by acquiring D2D, Aegis will rapidly expand its marketing effectiveness capabilities enabling them to give their clients an even better all-round service.”

In a seperate move, Aegis Media’s iProspect has also added to its digital marketing offering with the acquisition of search engine marketing specialists I Spy.

The deals come as Japanese marketing services company Dentsu finalises agreements to buy Aegis for £3.16bn, including the Aztec scan-data business and the Aevolve marketing effectiveness company.