Edinburgh’s Aquila Insight bought by US performance marketing firm

Scottish data analytics company Aquila Insight has been acquired by the Maryland-based performance marketing agency, Merkle. With offices in Edinburgh, London and Derby, and a team of more than 60 statisticians and data scientists, Aquila is one of the largest independent data analytics organisations in the UK.

Specialising in predictive analytics, media mix optimisation, digital analytics and CRM strategy, Aquila’s skills and technology will strengthen Merkle’s capabilities and scale in the UK and European markets. It is Merkle’s second European acquisition this year, following that of Spanish digital analytics consultancy DIVISADERO, in April. The company will be branded Merkle|Aquila and will be a part of Merkle’s European operation. John Brodie and Warwick Beresford-Jones, Aquila’s joint chief executives, who co-founded the company in 2012, will remain as leaders of its team.

“The Aquila Insight team has a great approach to building, growing, and delivering impactful results for their clients through the use of sophisticated analytical methods. As we continue to expand our footprint in Europe, predictive analytics needs to be at the heart of our growth strategy, and Aquila will boost our capabilities in this area,” said David Williams, Merkle’s president and chief executive. “The acquisition of Aquila is an important and exciting opportunity to accelerate our data leadership in the UK.”

Beresford-Jones said: “From the first meeting, it was clear that Merkle and Aquila have very similar DNA and shared viewpoints on how data should be used. It feels like the perfect home for Aquila and our team to develop and grow.” Brodie added, “We have huge aspirations to grow Aquila in the wider market and being part of Merkle will allow us to reach our potential. We are passionate about analytics driving actions, and being part of Merkle will put Aquila at the heart of the action.”