Performance marketing and data usage agency Merkle has acquired Spanish data and analytics consultancy DIVISADERO in order to expand its operations and data offering in Europe.

About Merkle

Merkle is a leading data consultancy, specialising in technology and focused on performance marketing.

Merkle, which operates globally, has received a total of $123.54M in investment since 2010, with investors including the giant TCV. In addition, it has realised 8 acquisitionsmost of them in the USA, but since it was bought by Dentsu Aegis Network, London-based company, last year, has turned to investing in Europe and its last two acquisitions have been European. In addition to Divisadero, last year it bought Comet Global Consulting, a London-based company specialising in supporting CRM systems and decision management solutions for clients such as Telefonica O2, Royal Bank of Scotland, Standard Life, EE (Orange), Fifth Third Bank, DIRECTV, and Sky.

With more than 3,800 employees and headquartered in Columbia, Maryland, Merkle has more than 16 offices in the US and locations in Barcelona, Bristol (UK), London, Shanghai, and Nanjing.

Merkle reported 2015 revenues of $435M and operating profit of $80M.

Corporate finance analysis Divisadero

DIVISADERO is a leading Spanish consulting firm in intelligence and digital transformation. With offices in Madrid, Barcelona and Gijón, its 100 employees - mostly engineers, mathematicians and marketing and business specialists - offer services of strategy, collection, analysis, activation and integration of data to improve business results for IBEX35 companies and Fortune 500 corporations.

The 11-year-old company has doubled its workforce and increased its turnover by 35% in the last two years, making it one of the leading digital intelligence consultancies in Southern Europe. In 2015 its turnover was €4.7M, up 15% on the previous year.

On the purchase of Divisadero  by Merkle

The acquisition of Divisadero marks the US data marketing giant's firm commitment to the European continent and undisputed leadership in Spain in the growing digital consulting industry specialising in data. It also adds critical competencies and scale to Merkle's data and analytics offering in the market, as well as to that of Dentsu Aegis Network, bringing skills in data collection, analysis and activation. In addition, the two companies will benefit from synergies between them.

The company will retain both the brand and the offices in Madrid, Barcelona and Gijón, and will form part of Merkle's European operation, led by Tim Berry. After the purchase, which means the exit of its founding partner, Sergio Maldonado, the Divisadero management team will remain at the helm of the company, with Manuel Blanco as CEO.

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