Merkle this month announced that is adding over 2,500 data scientists with the Ugam acquisition. In July, Dentsu acquired a majority stake in Ugam.

According to Merkle, Ugam has intelligence products that include proprietary data, reporting, and activation solutions. Merkle is now delivering 60 million reports and dashboards and maintains more than 55,000 models annually.

“Ugam has proven to be a valuable asset, with superior analytics to expand our offerings at Merkle,” said Craig Dempster, president, Merkle Americas. “Our proprietary data, reporting, and activation solutions are aimed at pinpointing areas of opportunity for our clients, and through partnerships with leading technology platforms, we are able to solve business problems, drive ideal outcomes, and uncover value for brands.”