Deductive, formerly called Dativa, interprets data from media platforms and connected devices and focuses on media analytics.

A statement from MarketCast said the acquisition would mean the company’s clients would be able to access Deductive’s data science resources for marketing and research projects.

The terms of the deal have not been released.

The acquisition of Deductive follows recent deals by MarketCast to bring in social digital opinion measurement firm Fizziology, custom research and insights business Insight Strategy Group and Turnkey Sports Intelligence.

John Batter, chief executive of MarketCast, said: “The acquisition of Deductive addresses the changing needs of modern media companies and brands that require an ability to process complex data from a variety of sources at speed and scale.

“Being able to now add data science and advanced analytics to this research mix is game-changing for our clients.”