Merkle Buys London-based Periscopix

Data driven CRM specialist Merkle has acquired London-based performance marketing agency Periscopix, which specializes in search, programmatic media and web analytics. Terms of the deal were not disclosed.

Founded in 2004 by Simon Norris and Marc Warren, Periscopix focuses on the use of data, analytics and technology to drive pay-per-click search, programmatic media buying, Google Analytics consulting and conversion rate optimization. Merkle says this is the first of a series of planned international acquisitions and will help it establish a European hub in the UK. As part of the deal, the Periscopix team of 117 digital media specialists will join Merkle's Digital Agency Group.

David Williams (pictured), Merkle's Chairman and CEO, comments: 'As more of our clients expand into international markets, we have seen greater demand to support their marketing initiatives around the globe. This was a key driver in the decision to establish a platform for data-driven, customer-centric marketing in Europe. The build-out of our new London facility, which is already in the works, will accommodate up to 300 Merkle employees, including our current and newly added staff, and allow us to scale as we continue to serve our clients around the globe.'

Web sites: www.merkleinc.com and www.periscopix.co.uk .