Callcredit Boosts Analytics with Latitude Buy

In the UK, Callcredit Information Group has acquired digital marketing agency Latitude, and says it will combine its own consumer data and marketing insight with Latitude's online analytical capabilities.

West Yorkshire-based Callcredit offers a range of services including consumer marketing data and segmentation, credit risk assessment tools, fraud verification systems, and database building and analysis solutions.

Established in 2001, Latitude employs 95 people in offices in London and Cheshire, among them a Conversion Analytics team whose services include KPI-based performance analysis, web site visitor and behaviour analysis and the improvement of user experience.

The acquisition will combine Latitude's online analytical capability with Callcredit's database of more than 41 million consumers.

'By combining our extensive consumer data with Latitude's digital services we're confident that we can offer ground-breaking, highly targeted integrated campaigns,' explains Chris Savage, MD of Callcredit Marketing Solutions.

Latitude CEO Alex Hoy adds: 'Combining with Callcredit enables us to be at the cutting edge of the online marketing data revolution, benefiting our clients in ways that stand alone ad agencies cannot achieve.'

Web sites: www.callcredit.co.uk and www.latitudegroup.com .