This is Merkle’s second European purchase this year to bolster its European predictive analytics strategy – in April it bought Spanish company Divisadero.

The new company will be branded Merkle|Aquila and will be led by Tim Berry, president of Merkle Europe. Aquila’s joint CEOs and co-founders, John Brodie and Warwick Beresford-Jones, will remain in charge of its leadership team. All the staff will join Merkle, bringing its European tally to 850.

Aquila Insight was founded in 2012 with headquarters in Edinburgh and London, as well as a further office in Derby. It specialises in predictive analytics, media mix modelling, digital analytics and CRM.

Berry said: “As a former statistician myself, I am particularly discerning when it comes to analytic talent and methodologies. Aquila’s approach to using data to predict events for their clients is absolutely world class. And I am equally impressed by their ability to assemble a top-notch team of statisticians. This acquisition will have an immediate and material impact, not only on Merkle’s growth and client retention, but on the success of our collective European client base.”