S4Capital Buys LatAm Data Consultancy Digodat

Sir Martin Sorrell's marcoms business S4Capital has acquired Latin American data and analytics consultancy Digodat and merged it with its programmatic media practice MightyHive. Terms of the deal have not been disclosed.

Founded in 2015 by Alan Daitch and Mauro Giordano, Digodat provides a range of tools for digital analytics audits and implementation, site optimization, data visualization and insights, predictive modelling and data engineering. The company employs more than 50 data specialists across Argentina, Colombia, Chile and Mexico, and is also a certified partner for Google Analytics, Google Cloud and Google Marketing Platform; and a consulting partner for Looker.

Digodat joins MightyHive, which claims to have the capability to 'fill the digital measurement and analytics gap' for marketers around the world from its twenty offices in fifteen countries. Pete Kim, founder and CEO of MightyHive, says that as first-party data is part of the S4Capital 'holy trinity', the deal supports the business's vision of creating the 'leading digital-only, new era marketing services firm'.

Sorrell adds: 'We are delighted to welcome both Alan and Mauro and their colleagues to S4Capital. Data and analytics are at the heart of our tech-led new age/new era model and we look forward to working with our clients in Latin America as they invest in deeper first-party data-driven content and programmatic capabilities'.

Web sites: www.s4capital.com , www.digodat.com and www.mightyhive.com .