WPP (NYSE:WPP)’s GroupM acquired Sandtable, a London, UK-based data science company that specialises in behavioural analytics and advanced simulations.
The amount of the deal was not disclosed.
Integrated into GroupM’s technology practice, the acquisition is in line with WPP’s strategy to deepen its technology offer by further strengthening its investment and innovation in data science.
Founded in 2009, Sandtable is pioneering the use of simulations to understand human behaviour, explore future scenarios and support better strategic decision making. A specialist in Agent Based Modeling (ABM), the company offers analytical capabilities to allow clients to develop more effective strategies in complex, changing markets. Sandtable employs highly skilled data scientists, software engineers, behavioural scientists and strategic planners.