Datalytics chiefs secure Iris deal

milner-300x200Datalytics, the data company set up by three former Claritas directors, has been bought by agency Iris in a deal said to be worth about £3m.
The company will move into Iris’ head office in London and be renamed to become part of Iris Concise, the agency’s consulting, CRM and technology arm. Founders Alan Tomlinson, Stuart Hopwood and Stuart Broughton will join a new Concise board.
Founded in 2003, Datalytics offers customer insight services, as well as customer retention and acquisition campaigns; its company blurb states:  “We believe that without knowledge and insight, making critical business decisions is, at best, simply guesswork. Our aim is to use true customer insight to drive every marketing decision a company makes.”
The company, which will now be pushed to Iris’ global network, works for clients including Travelodge, BT and British Gas.
Iris’ joint global chief executive Ian Millner (pictured) said: “This is very much about growth. We have spotted lots of opportunities around the world that are opening up around data.
“More of our creativity is becoming fragmented because a lot of it flows through digital and social channels. I don’t think you can do good work strategically for clients without also having a close handle on the data.”

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