LogicLab will offer media buyers an alternative to sample-based research by combining consumer data with its own analytical techniques and technology platform to determine ROI on media spend and insight on how to optimise ad placements.

Merkle president and CEO David Williams (pictured) said: “The goal of LogicLab is to effectively combine the disciplines of media planning and research with direct and data-driven marketing, which will provide media buyers and advertisers with an entirely new expanded perspective into the media planning process.

“This new business is a natural extension of our core capabilities in providing fact-based, data-driven insights to improve customer, marketing and advertising ROI.”

LogicLab will operate as a standalone entity with its own board of directors and management. It will be led by Chris Wilson, who has been appointed as president.

He was previously president of Experian Research Services and earlier in his career was chief operating officer at Simmons Research.