The consumer media division of media group Emap publishes more than 65 magazines including major newsstand fixtures Heat, Closer and FHM, as well as specialist titles such as Angling Times.
It appointed Datalytics after a four-way pitch and work has commenced immediately.
The work involves the building of a series of forecasting models allowing Emap to understand subscriber behaviour and identify which customers are likely to lapse and when.
Alan Tomlinson, director of data planning and analysis at Datalytics, said: "Developing a solution which crosses the spectrum of magazine titles from the mainstream to niche titles is a challenging and interesting brief."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .