WPP has announced that GroupM has acquired Sandtable, a data-science company that focusses on behavioural analytics and advanced simulations.
Sandtable has been a pioneer in the use of simulations that seek to understand human behaviour, delve into probable scenarios, and support better strategic decision making.
A globally recognised specialist in what is called ‘Agent Based Modelling’ or ABM, Sandtable offers top of the line analytical capabilities to help clients develop more effective strategies to tackle complex and evolving markets.
Sandtable, which is headquartered in London, was founded in 2009 and employs topline data scientists, software engineers, behavioural scientists, and strategic planners.
To be integrated into GroupM’s technology practice, the acquisition supports WPP’s strategy of deepening its technology services, with particular focus on data science.
Sandtable makes GroupM the first media agency group in the world to invest in ABM. Deal terms have not been disclosed, according to sources familiar with the matter.