GI Solutions Group has extended its capability in the area of online consumer behaviour with the acquisition of a majority stake in digital media analysis firm Cognesia.

The group’s traditional strength in compelling customer communications will be extended by Cognesia’s expertise in the real-time tracking and analysis of customers’ online interactions. The companies will work together on triggered mail and email communications based on consumer web behaviour.

The company has provided web analytics for a number of years advising on basket analysis, consumer tracking data and personalised web content. Cognesia’s principles, head of insight Simon Roberts and head of technology and product Mark Wilding, will remain with the business. 

Patrick Headley, GI Solutions’ deputy managing director, commented, ‘Cognesia will work alongside GI Insight and will further complete their offering in digital communications. We are absolutely delighted to be able to offer services in this space.’

Mark Wilding added, ‘Working with GI widens our ability to provide a picture of the customer for clients. A lot of companies don’t have a way of bringing together their web, mobile and app data with other information such as in-store purchasing histories and recorded preferences in a single customer view – or even of creating an SCV at all – and then understanding how those work together. GI has an established track record in this area and for a long time has been building and analysing SCVs to better understand customer behaviour and create broad customer management plans for UK companies.

He concluded, ‘GI brings real depth and experience in analytics, loyalty and long-term customer management. Its insight team is great at getting more out of data and together we can produce a more compete view of each customer and help companies get a better handle on their customer journeys.’