Accenture Song is strengthening its capacity to deliver what it calls “AI-powered customer reinvention at scale” by acquiring data specialist Sagacity, four years after the London firm bought and folded REaD Group into its own business.
Accenture insists the move is designed to address growing client demand to connect data, AI and operations into unified programmes that drive measurable business results.
Founded in 2005 by siblings Anita and Harry Dougall, along with Malka Townshend, and headquartered in London, Sagacity built its business by providing data solutions predominantly to the utilities, telecoms and financial services sectors but had been well under the radar of the marketing industry.
The acquisition of REaD Group in October 2022 brought more marketing data solutions into the business, but the subsequent rebrand, which saw one of the best known names in the data industry axed after over 30 years in operation, raised more than a few eyebrows.
At the time, Sagacity said it would provide “an intelligently informed customer lifecycle proposition which starts from customer prospecting and marketing to customer management, billing, collections and retention over the lifetime of the customer and beyond”.
More recently, speculation had been rife that Sagacity was looking to find a buyer.
Now, combined with Accenture’s industry, technology and customer operations capabilities, it is claimed the operation will help organisations “turn customer insight into more personalised, proactive experiences at scale, from strategy and design through implementation and operations”.
This acquisition is designed to directly address how clients in industries with large customer bases and complex customer journeys, such as utilities, retail, banking and telecoms, are looking to secure revenues and grow.
The addition of more than 140 data professionals expands Accenture Song’s UK and Ireland delivery capability across strategy, design, implementation and operations, and it is claimed will enable clients to move from customer insight to intelligent action faster and at greater scale than either organisation could achieve independently.
Accenture Song UK and Ireland senior managing director Sohel Aziz said: “Our clients are increasingly looking to connect data, AI and operations to drive growth and reinvent customer experiences.
“Sagacity’s deep expertise and outcome-focused approach will enhance our ability to help clients turn insight into action and achieve measurable results through intelligent customer operations. Together, we can help organizations move faster, make smarter decisions and create sustainable value.”
Sagacity CEO and co-founder Anita Dougall added: “Joining Accenture represents an exciting opportunity to accelerate the impact of our people, data and technology. By combining our expertise, data and know-how with Accenture’s scale and innovation capabilities, we can help more organisations deliver meaningful business results.”
The terms of the deal have not been disclosed.
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