LONDON: Havas Media Group has acquired the pan-European data analytics firm ElisaDBI (branded Elisa Interactive in Spain) to further develop its connected digital and data capabilities.

The acquisition means that Havas Media Group will now offer its clients improved methods of collecting, organising and using data as a strategic asset to drive business insights and marketing engagement.

ElisaDBI, a data analytics and optimisation specialist was launched in Barcelona and Madrid before opening offices in London. Their client roster spans the UK, Spain, Italy, Ireland and Andorra. The business specialises in converting data into client focused intelligence through the application of analytics and as well as offering conversion optimisation, web analytics and training.

Paul Frampton, CEO Havas Media UK comments: "The teams at ElisiaDBI ensure that media is better measured, marketing investments better made, and that data is more effectively used. This is the smart way to drive improved brand experiences and more profitable client businesses."

The deal, handled by the Havas Media Group in the UK and Spain, adds further strength to Havas Media Group?s best-in-class reputation for data driven marketing.

ElisaDBI will work closely with the both Havas Media and Arena?s econometrics teams and with the Havas Media Group?s unique attribution offering through its Artemis data management platform. To ensure total integration, the ElisaDBi teams will be located amongst the planning and strategy teams within the Group?s UK offices.Artemis is Havas Media?s specialist data management capability, composed of a state-of-the art data warehouse and a group of global analytics experts.

Paul Frampton continued: "Not only is data a topic close to my own heart but in a number of recent studies, data has been quoted as the top priority for CMO?s and CEO?s. This acquisition will make sure we lead in this area, rather than follow. The future is not Big Data. For us, it?s "connected data" (off and online, 1st and 3rd party data, etc.). We feel we are better placed than a big tech consultancy to advise here as we execute and understand people and can therefore prove value throughout the chain."

Mike Potts, the founder of ElisaDBI and Head of Data Strategy, said: "We?re really excited to be joining Havas Media Group, especially at a time when there?s no much noise around data, analytics and digital intelligence. What?s most thrilling for us is the opportunity to fit in alongside great teams that are already delivering complimentary services and giving our existing clients access to an even greater range of skills.

"We?ve already been successfully working alongside the Havas Media team on a partnership basis for a while now, and this is simply a very natural extension of that relationship."

The deal follows last month?s acquisition of Marketing Consultancy SCB Partners, the marketing trends and insights business.

It is the latest in a line of acquisitions that has seen Havas Media continue to expand its skill-set and offering end to end digital consulting across all areas of media with the agency having full paid, owned, earned and creative/content capabilities all on one floor at St Martins Lane. These include the full service mobile agency Mobext, Socialyse (social media) and Web Narrative (design, build and customer experience).