The resulting joint venture will operate under the Sandtable brand.

Sandtable builds virtual populations that simulate human behaviour by combining multiple data sources, while dunnhumby, which is wholly owned by Tesco and is known for its work on supermarket loyalty schemes, works with retailers and brands to analyse data in order to improve customer experience and loyalty.

Earlier this year, dunnhumby acquired big data tech firm Sociomantic.

More information can be found on dunnhumby’s blog.