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STW Buys Into Beyond Analysis
Australian marcoms group STW has acquired a minority stake in the Australian arm of UK-based behavioural insights firm Beyond Analysis. Terms of the investment were not disclosed.
 Founded in the UK in 2007 by former dunnhumby directors Paul Alexander (pictured) and William Beresford, Beyond Analysis uses transaction data to provide clients with a holistic view of their customers' lives. Its Customer DNA (C-DNA) solution enables businesses to translate lifestyle, demographic and affluence measures into consumer segments, while its Valve service offers customer grouping based on value and engagement with a brand.
After expanding to Australia in 2008, the firm opened offices in Singapore, the USA and South Africa. In 2011, Visa Europe bought a minority stake in Beyond Analysis, with the aim of strengthening its own data analytics capabilities.
STW already owns online research consultancy AMR, brand insight firm Added Value, panel management specialist ORU and data collection agency Touchpoint. CEO Michael Connaghan says the latest investment is another step in his firm's diversified data strategy, and will enable it to draw on Beyond Analysis' expertise in turning volumes of data into customer insight.
Alexander comments: 'Everyone is talking about the potential of using 'big data' to solve business issues and deliver value, but Beyond Analysis is one of the few companies actually delivering on that promise. We're looking forward to the prospect of working with STW group agencies and their clients to use this potential and drive greater customer understanding.'
Web sites: www.stwgroup.com.au and www.beyondanalysis.info .
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