Next 15 Buys Predictive Analytics Specialist Planning-inc

In the UK, digital marcoms group Next Fifteen Communications has acquired predictive analytics and data marketing business Planning-inc for an initial consideration of approximately £6.3m.

London-based Planning-inc uses a combination of technical and marketing expertise to harness masses of behavioural and transactional data, for use in personalisation / targeting and customer marketing strategies. The firm helps clients understand their data using a variety of tools and technologies including predictive models, then creates strategies and campaigns to drive sales, extend lifetime value and nurture loyalty. For the year ended 31st December 2017, Planning-inc reported profit before tax of £1.3m.

On top of the initial acquisition, which will be settled with £5.4m in cash and the issue of 187,943 new ordinary shares in Next 15, further contingents may be payable based on Planning-inc's EBITDA performance for the year just ended, and the two-year periods ending 31st January 2021 and 31st January 2023. The maximum total consideration is expected to be £15m.

Planning-inc's senior management team will continue to lead the business. MD James Melhuish (pictured) comments: 'Over the last few years we have put a strong focus on developing scalable and increasingly sophisticated data and analytics solutions that deliver proven ROI for our clients. By joining the Next 15 group we can tap into their proven expertise at helping data and technology focussed businesses scale, and we are tremendously excited at the prospect of our combined experience as well as the potential of collaborating with the other agencies within the group'.

Web sites: www.next15.com and www.planning-inc.co.uk .