S4Capital Buys Analyst Brightblue

Digital advertising and marketing services investment vehicle S4Capital has acquired London-based analytics and measurement provider Brightblue Consulting, which it will merge with data and digital media consultancy MightyHive. Terms of the deal were not disclosed.

Established in 2012 Michael Cross (pictured), formerly Chief Data Science Officer of recruitment software firm PredictiveHire, Brightblue offers a range of mathematical and econometric techniques giving marketers greater insight into their digital audiences. Its predictive marketing mix modelling approaches include data understanding and visualisation, category and market analysis, and portfolio and market allocation.

According to S4, the merger will build on MightyHive's recently launched data practice, adding probabilistic attribution expertise to its team. Cross says he is looking forward to the integration and subsequent global reach that MightyHive and S4Capital deliver.

S4 Executive Chairman Sir Martin Sorrell adds: 'Data, particularly first-party data, is at the heart of S4Capital's 'holy trinity' business model. Brightblue's skills in making sense of it and using it to drive profitable growth are a timely addition to our client-focused service offering. We believe the measurement and modeling systems in our industry are in dire need of innovation, and we look forward to disrupting this multi-billion dollar industry with a modern new-era approach which is faster, better, and cheaper'.

Web sites: www.s4capital.com , www.brightblueconsulting.co.uk and www.mightyhive.com .