The Variable will assume duties for Data Crunch’s client list, which includes brands such as Deloitte, American Express, USAA and Qwoted. Financial terms of the deal were not disclosed.
With the acquisition, The Variable will immediately launch applied AI and emerging tech consulting offerings using Data Crunch’s custom software engineering, data visualization and web development and optimization abilities for the Winston-Salem, North Carolina-based agency’s clients, which include NAPA Auto Parts, Procter & Gamble, Frigidaire and Char-Broil.
Also read: AI and marketing—news about ChatGPT and more
The goal is to offer more than campaign analytics and measurement, said David Mullen, partner and CEO. He wants The Variable to give clients more clarity and confidence with data and emerging technology.