S4 Capital double acquisition boosts analytics function

sorrell nSir Martin Sorrell is continuing his love affair with all things data and analytics with S4 Capital acquiring two digital analytics specialists – UK firm ConversionWorks and South Korea business Datalicious Korea – which are to be merged with programmatic media specialist MightyHive.

Virtually since launch, Sorrell has insisted that businesses specialising in data analytics, media planning and digital media buying were at the top of S4’s shopping list.

MightyHive was only its second purchase in a deal which valued the business at $150m. Now it will gobble up the new acquisitions which are to be rebranded MightyHive.

Founded in 2013 by former Webexpectations managing director Russell Sutton, ConversionWorks is a digital analytics, biddable media and data science consultancy, specialising in the Google Marketing Platform. It helps clients – including Diageo, Schuh, Giffgaff and Boots – to get the most of their first-party data to measure and understand their websites and, in turn, improve conversion rates.

Its team consists of analysts, data scientists, data engineers, programmatic and paid search experts, CRO specialists, and tag management experts.

Meanwhile Datalicious Korea was founded by former LG and Goldenplanet executive Sun-Young Kim in 2016. It is an established Google Analytics partner, with clients including Samsung, Adidas Korea, and Lotte Members.

In a joint statement, Sorrell and S4 chief growth officer Scott Spirit, said: “We are delighted to welcome both Russell and Sun-Young and their colleagues to S4 Capital. Data and analytics are at the heart of our new age/new era model and we look forward to working with our clients in Europe and Asia Pacific as they invest in deeper first-party data-driven content and programmatic capabilities.”

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