Payments company Visa Europe acquired a minority stake in UK-based customer insight and strategy business Beyond Analysis on Tuesday for an undisclosed amount.
Visa Europe is looking to use Beyond Analysis’ data analytics expertise to analyse the spending patterns of its cardholders with a view to helping manage its loyalty programmes and attract new customers.
Peter Ayliffe, chief executive officer of Visa Europe, said: "This investment in Beyond Analysis reflects Visa Europe’s commitment to redefining its relationship with retailers, helping them to build stronger relationships with customers and secure increased market share. Enhanced data analytics forms a key part of our vision for the future of payments alongside new technology such as mobile payments and e-wallets."
Mariano Dima, chief marketing officer at Visa Europe, will join Beyond Analysis’ board alongside the investment.