Sir Martin Sorrell’s S4Capital has announced that its programmatic media practice MightyHive will merge with Digodat, a leading Latin American data and analytics consultancy.
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Despite the pressures of COVID-19, S4Capital believes that further expansion of its first-party data, digital advertising content, data and analytics, and programmatic capabilities should continue, as long as the strength of its balance sheet is not compromised.
Digodat was founded in 2015 by Alan Daitch and Mauro Giordano and provides a broad range of services around data including digital analytics audits and implementation, site optimization, data visualization and insights, predictive modelling, data engineering, and training. The company employs over 50 data specialists across Argentina, Colombia, Chile, and Mexico, working for clients including Google, Telecom Argentina, Banco Galicia, Cencosud, BBVA, Grupo Falabella, and Intercorp. It is a certified Google partner in Google Analytics, Google Cloud, and Google Marketing Platform, and a consulting partner for Looker.
According to The Data Centric Organisation 2020 survey from the IAB, 94 per cent of its respondents are taking steps to become a data-centric organisation but only five per cent would describe their organisation as “extremely data-centric.”
Respondents also confirmed that analytics consultancies were the best placed partners to help organisations achieve their data goals. MightyHive has the capability to fill the digital measurement and analytics gap for marketers around the world with its presence in 20 offices in 15 countries.
Sorrell commented: “Now is not the time to slow down, as we see covid-19 accelerating digital transformation – at all levels, consumer, media and enterprise. We are therefore delighted to welcome both Alan and Mauro and their colleagues to S4Capital. Data and analytics are at the heart of our tech-led new age/new era model and we look forward to working with our clients in Latin America as they invest in deeper first-party data-driven content and programmatic capabilities. In my view, Latin America has a particularly rich tech and creative talent pool, as Digodat and our previous mergers with Progmedia and Circus exemplify.”
Pete Kim, founder and CEO of MightyHive added: “First-party data is part of the S4Capital ‘holy trinity’ and these mergers support our strategic vision of creating the leading digital-only, new era marketing services firm. Marketing analytics expertise is a key part of marketers’ foundational toolkit and critical to execute more agile and personalized campaigns. The team at Digodat and their stellar reputations across Latin America naturally complement MightyHive’s global consulting services as we continue to expand and prosper worldwide.”
Alan Daitch, CEO and Co-Founder and Mauro Giordano, CTO and Co-Founder of Digodat added: “Marketers need experts to help them adapt to new analytics standards, to remain compliant, and to gain valuable insights required to grow their business. Our existing analytics practices and consulting offerings will increase the depth and broaden the reach of MightyHive’s analytics services. The ability to offer MightyHive’s entire suite of consultancy services is an exciting move for Digodat and our clients.”
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