Millward Brown acquires Analytics Quotient

Brand, media and communications research agency Millward Brown is set to acquire the business operations of Analytics Quotient (“AQ”), a marketing analytics company that extracts insights from data to help clients define marketing strategies.

Founded in 2008 in Bangalore, AQ works with CPG, retail and hospitality brands, and uses marketing consulting frameworks, statistics, CRM transaction analysis and a proprietary analytics platform to extract business insights from data. AQ also builds data visualisation tools and custom analytics solutions to help clients slice, dice, simulate and monitor business data.

“Our clients are continually looking for ways to turn data into brand and consumer insights that deliver a competitive advantage,” said Travyn Rhall, global CEO, Millward Brown.

“AQ has developed a unique storytelling approach that connects data from across sources and combines it with industry knowledge, analytics and data visualization to answer business questions. Having already collaborated with the AQ organization on client work, we are delighted to now welcome the team and its expertise to Millward Brown and across the Kantar stable of brands.”

The AQ leadership team and its approximately 400 employees will become part of Millward Brown Analytics and continue to be led by Pritha Choudhuri, AQ’s CEO and a company founder.

Choudhuri commented, “We are delighted to join Millward Brown and Kantar and bring our data-backed storytelling approach to clients across the group. We know that every brand has a unique story hidden behind data and we look forward to helping more brands solve their business problems by extracting that story.”