The London team, who will initially service international network clients, will be overseen by Dan Watson, the UM EMEA and G14 digital client and operations director. Its areas of operation include digital data management and forecasting outcomes based on data modelling.

As part of the launch the existing UM Sophesee data services division, based in Frankfurt, will also be rebranded to Decision Sciences. This team will continue to be overseen by Udo Reusch, the current managing director of Sophysee. The company already has Decision Sciences teams in San Francisco and New York and UM says that Decision Sciences will be expanded into the remainder of EMEA and G14 markets throughout 2013 to provide global coverage.

James Harris, managing director of digital services of UM in EMEA and G14, said: “Digital media is awash with data, however this data in its raw form is difficult to understand and drive value from. Decision Sciences is focused on providing our clients with solutions that will focus on both effective management of this data and also using it to transform business outcomes for our clients through effective insights and application of learnings.”