Millward Brown buys Analytics Quotient, 400 experts transfer

09 March 2016 2 min. read
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Millward Brown has acquired Indian marketing analytics company, Analytics Quotient. The new acquisition, and its 400 global employees, join Millward Brown’s Analytics unit and will boost the firm’s capabilities in digital and data investment management with a range of offerings, as well as expand its global geographic reach.

Millward Brown is a research agency based in Illinois, USA, and specialises in advertising effectiveness, strategic communication, media and brand equity research. The company operates in over 85 offices and 55 countries, and is part of Kantar; the data investment management arm of WPP and a large insight, information and consultancy group. The group owns 12 specialist companies and employs 30,000 people across 100 countries, servicing numerous research and consultancy disciplines.

The acquisition of Analytics Quotient, which becomes part of Millward Brown Analytics, is in line with the firm’s strategy to expand into new geographies, as well as strengthening its capabilities in digital and data investment management businesses. The two firms have a history of working together on client projects. The value of the deal remains undisclosed.

Millward Brown buys Analytics Quotient

Analytics Quotient (AQ) was founded in 2008 and is based in Bangalore, India. The marketing analytics company has since enjoyed strong growth, today employing more than 400 associates, across offices in the US, India, the UK and Switzerland. The company provides a range of services in consulting, design, statistics, CRM, transaction analysis and technology, to clients in the consumer packaged goods, retailing, restaurant & hospitality, media & entertainment, technology and other industries. The company also owns proprietary storytelling and visualisation tools, and custom analytics products, which provide clients with deep insights in easy to understand formats. The company had unaudited revenues of $12.3 million in 2015.

Travyn Rhall, theg global CEO of Millward Brown says: “Our clients are continually looking for ways to turn data into brand and consumer insights that deliver a competitive advantage. AQ has developed a unique storytelling approach that connects data from across sources and combines it with industry knowledge, analytics and data visualisation to answer business questions.”

Analytics Quotient CEO and company co-founder Pritha Choudhuri says that the firm is “delighted to join Millward Brown and Kantar”, and is looking forward to bringing its “data-backed storytelling approach to clients across the group.”

Millward Brown also acquired media analytics company InsightExpress in August 2014, and prior to that purchased Compete in 2008, and Dynamic Logic in 2005.