Global loyalty agency ICLP, part of The Collinson Group, has launched a specialist data analytics business. Cogent Analytics will provide a mix of industry-standard and proprietary services, including segmentation and profiling, predictive modelling, RFM analysis and bespoke analytics.

"A big part of the business at ICLP is doing data analysis. We have had a small analytics unit to provide services to clients and other group members. Having developed a big package of techniques and expertise, it made sense to set out as a standalone business," says Matt Hutchison, general manager at Cogent Analytics.

A key part of the operation's proposition is its focus on business performance. "A lot of companies have the technical and data side, but they fall down on the business side and how to play back what they have found," he says. While the new business brings specialist knowledge of the travel and leisure sectors, as well as loyalty marketing, it will be working with clients outside of these.