Data2Decisions
Data2Decisions is a London-based marketing effectiveness consultancy and dentsu Group practice that uses econometric modelling, MMM, and proprietary optimization tools to help large enterprise brands maximize marketing ROI across all consumer touchpoints.
- Company typePublic
- Founded2001
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Data2Decisions does
Data2Decisions is a London-based marketing effectiveness consultancy founded in 2001, operating as the Marketing Effectiveness practice within dentsu Group, a publicly traded Japanese conglomerate (Tokyo Stock Exchange ticker 4324). The firm serves large enterprise brands and corporations seeking to optimize marketing investment across all consumer touchpoints, applying econometric modelling, marketing mix modelling, total attribution, incrementality testing, and proprietary budget optimization tools. Its differentiation rests on a scientific, non-black-box approach to marketing analytics in which experienced consultants embed insights directly into client business planning processes rather than delivering standalone reports.
The underlying technology combines industry-standard quantitative methodologies (econometric modelling, MMM) with proprietary budget optimization tools and certified incrementality testing capabilities, supported by a strategic partnership with Google's Meridian MMM platform. The offering is structured as a platform-plus-modules architecture: a core Marketing Effectiveness practice wrapping six modules (Measurement Solutions, Budget Optimisation, Consultancy, Econometric/Marketing Mix Modelling, Total Attribution, Incrementality Testing). Recognition by Forrester as one of the most influential research and advisory teams globally, plus first-mover status as the UK's first incrementality testing certified agency, anchors the firm's credibility.
Commercially, Data2Decisions generates revenue through professional services engagements (consultancy, modelling, implementation) priced as custom enterprise contracts with no publicly disclosed rates. The go-to-market is enterprise field sales targeting large brand clients across dentsu's network spanning 30+ countries including the UK, USA, Japan, Asia Pacific, DACH, Nordics, MENA, and Latin America. Headcount is reported at 51-100 employees, with the practice led by a Chief Analytics and Data Officer, a Managing Director, and multiple Managing Partners. Specific revenue figures, customer logos, and headcount growth metrics are not disclosed in the available data.
Data2Decisions firmographics
Firmographics- Name
- Data2Decisions
- Legal name
- dentsu
- Website
- https://data2decisions.com
- Company type
- Public
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Data2Decisions is a London-based marketing effectiveness consultancy and dentsu Group practice that uses econometric modelling, MMM, and proprietary optimization tools to help large enterprise brands maximize marketing ROI across all consumer touchpoints.
- Ownership category
- akta.pro rank
Data2Decisions industry classification
Industry- Product category
- Marketing Analytics Consulting
- NAICS
- Marketing Research and Public Opinion Polling (541910)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Data Monetization & Data Products Services (BPAEAHAL)
Keywords
Where Data2Decisions is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Data2Decisions business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Marketing Effectiveness Consultancy Services: Marketing effectiveness consultancy providing measurement, analytics, and optimization services to enterprise clients. Revenue is generated through professional services engagements involving consulting, modelling, and implementation of marketing effectiveness frameworks.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels8 records
Data2Decisions product offering
Product offeringCore offering
Data2Decisions, founded in 2001 and now operating as dentsu's Marketing Effectiveness practice, provides marketing effectiveness consultancy for large brands. The firm delivers measurement solutions, budget optimisation, econometric and marketing mix modelling, total attribution, and certified incrementality testing to help clients quantify and maximize the ROI of their marketing investments.
Product overview
dentsu's Marketing Effectiveness practice operates as a platform-plus-modules architecture offering a comprehensive suite of marketing analytics and optimization services. The core Marketing Effectiveness practice encompasses Measurement Solutions, Budget Optimisation, Consultancy, Econometric/Marketing Mix Modelling, Total Attribution, and Incrementality Testing (powered by Google's Meridian). These modules work together to help clients optimize budgets across all touchpoints of the consumer journey, with insights embedded into business planning through tools and strategic consultancy.
Differentiator
Problem solved
Functional benefit
Brands
- dentsu B2B: B2B marketing solutions
- dentsu Gaming
- dentsu Lab
- dentsu Retail Media
- dentsu BX (Business Transformation)
- Merkle
- Connected Content
- Effective Attention
- Modern CRM
- Powering Intelligence
Products and services
- Marketing Effectiveness
- Marketing Mix Modelling (Econometric Modelling)
- Budget Optimisation
- Incrementality Testing
- Total Attribution
- Consultancy Services
Companies that use Data2Decisions
Customer profileSegments1 record
Ideal customer profiles1 record
Data2Decisions technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature4 records
Data2Decisions partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Google Meridian MMMcoreStrategic partnership to deliver Google Meridian Marketing Mix Modelling (MMM) capabilities. Dentsu, as the UK's first incrementality testing certified agency, partners with Google's Meridian MMM to provide more accurate, transparent, and future-proofed insights that drive smarter media investment and sustainable growth for clients.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Data2Decisions competitors and assessment
Company assessmentBroad incumbents
- Kantar: Global marketing research, measurement, and analytics giant (part of WPP/Bain consortium). Offers MMM and media effectiveness at scale as part of a much broader insights portfolio, competing with Data2Decisions on enterprise measurement engagements.
- Ipsos: Global market research and consulting firm with a marketing effectiveness practice. Comparable in offering econometric and brand effectiveness studies, though as part of a wider research portfolio.
- Nielsen: Global measurement and data analytics incumbent offering audience measurement, media effectiveness, and analytics. Competes with Data2Decisions in marketing effectiveness but as part of a much larger portfolio of services.
Direct peers
- Ebiquity: UK-headquartered marketing and media effectiveness consultancy offering MMM and media evaluation services. Closely comparable in geography, methodology, and target client base to Data2Decisions.
- Analytic Partners: Independent marketing ROI and MMM consultancy with proprietary tools (ROI Genome). Closest direct competitor to Data2Decisions' econometric modelling, attribution, and budget optimization offering for large enterprise advertisers.
- Gain Theory: Publicis-owned marketing effectiveness consultancy offering MMM, econometric modelling, and ROI analytics. Directly competes with Data2Decisions in the same product category for similar enterprise clients.
- Merkle: Dentsu-owned customer experience and data analytics subsidiary (and trading division of Dentsu UK Limited). Operates adjacent to Data2Decisions within the same parent group, competing for similar analytics budgets from the same UK enterprise clients.
Emerging players
- Effective Measure: Digital audience measurement and analytics provider focused on APAC and emerging markets. Provides partial overlap with Data2Decisions in marketing measurement, but with a narrower geographic and digital-channel focus.
- Recast: SaaS MMM platform enabling in-house teams to run marketing mix models. Represents a partial-overlap competitor and a potential disruptor to traditional consultancy-led MMM services like Data2Decisions' econometric practice.
Others
- Oracle Advertising and CX (formerly Grape City / Moat): Enterprise marketing and advertising analytics platform offering cross-channel measurement and attribution tooling. Adjacent to Data2Decisions' offering, providing technology infrastructure that competes with or complements consultancy-led measurement services.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Data2Decisions social profiles
Digital presenceData2Decisions financial estimates
Financial estimateRevenue estimate
Valuation estimate
Data2Decisions leadership team
Management profileNumber of profiles
Profiles7 records
Data2Decisions subsidiaries and ownership
Company hierarchySubsidiaries1 record
Data2Decisions funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Data2Decisions M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Data2Decisions
What does Data2Decisions do?
Data2Decisions, founded in 2001 and now operating as dentsu's Marketing Effectiveness practice, provides marketing effectiveness consultancy for large brands. The firm delivers measurement solutions, budget optimisation, econometric and marketing mix modelling, total attribution, and certified incrementality testing to help clients quantify and maximize the ROI of their marketing investments.
Is Data2Decisions a public or private company?
Data2Decisions is a public company. It is classified as corporate owned and is currently operating.
When was Data2Decisions founded?
Data2Decisions was founded in 2001. It employs 51 to 100 people.
Where is Data2Decisions based?
Data2Decisions is headquartered in London, United Kingdom, in the Europe region.
How does Data2Decisions make money?
One revenue line is on record: marketing Effectiveness Consultancy Services.
Who are Data2Decisions's main competitors?
Broad incumbents on record are Kantar, Ipsos and Nielsen. Direct peers are Ebiquity, Analytic Partners, Gain Theory and Merkle. Emerging players are Effective Measure and Recast. Oracle Advertising and CX (formerly Grape City / Moat) is listed as an others.
Does Data2Decisions have an API?
No public API is recorded for Data2Decisions.
What industry is Data2Decisions in?
Data2Decisions's product category is Marketing Analytics Consulting. Its primary akta.pro industry code is BPAEAHAL, Data Monetization & Data Products Services. Its NAICS code is 541910 and its SIC code is 7311.