S4 Capital has announced that its programmatic media practice MightyHive will merge with two companies to build on its existing analytics capabilities. The merger will see ConversionWorks, a digital analytics, biddable media and data science company in London, and Datalicious Korea, a South Korea-based data and analytics consultancy, integrated into and rebranded MightyHive as part of S4 Capital.
With founder and managing director Russell Sutton at the helm, ConversionWorks has worked with brands such as Boots, Diageo, Schuh, giffgaff, and Wiggle to gather first-party data, curate audiences, predict behaviors and target them with focused creative.
Datalicious Korea is a Google Analytics premium reseller and Google Analytics Certified Partner in South Korea, run by Founder and CEO, Sun-Young Kim – who is also the author of “Social Analysis.” The company’s current clients roster includes Samsung, Adidas Korea, and Lotte Members.
S4 Capital cited The CMO Survey in August 2019, which found that only 40% of marketers have the quantitative tools to demonstrate marketing’s impact on company performance, and over the next three years, CMOs expect to grow their investments in marketing analytics by 61%.
S4 Capital said that by combining forces with ConversionWorks and Datalicious Korea, MightyHive has the capability to “fill the digital measurement and analytics gap for marketers around the world with its presence in 15 countries and 21 cities.”
“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,” said S4 Capital Executive Chairman Sir Martin Sorrell and Chief Growth Officer Scott Spirit in a statement.
“First-party data is part of the S4 Capital ‘holy trinity’ and these mergers support our strategic vision of creating the leading digital-only, new era marketing services firm,” added Pete Kim, founder and CEO of MightyHive. “Marketing analytics expertise is a key part of marketers’ foundational toolkit and critical to execute more agile and personalized campaigns.”
Datalicious Korea founder and CEO Sun-Young Kim said, “Asia-Pacific is the world’s fastest-growing economic region and we are thrilled to join the MightyHive operations locally. Datalicious Korea’s home of South Korea is headquarters to many large multinational companies, and we look forward to bringing them MightyHive’s full suite of services in conjunction with our analytics expertise.”
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