MarketingReality combines customer behaviour analysis expertise and solid econometrics experience across traditional and new media, above and below the line.
The business aims to help companies to evaluate their range of marketing channels, understand the relative influence of each channel and activity and to understand how to best allocate future marketing resources.
The company is headed by managing consultant Jo Young, who has moved from her consultant role at sister Indicia data analysis company Marketing Databasics.
Perkins said: "Founded on traditional direct marketing insight and combined with cross-media econometrics, MarketingReality will create an offering that is not currently noticeable in the market.
"What we've seen is that econometrics is traditionally applied above the line within agencies to top-line sales figures, without the benefit of the actual customer behaviour knowledge that a marketing database can provide.
"So our approach at MarketingReality can give in-depth answers to explain all the influences on actual individuals' purchase behaviour, and separate out the many factors driving sales, even when they are happening simultaneously."
Young, who has more than 16 years' experience in marketing, will be assisted by external consultant Joe Yasin, who has more than 20 years' experience in quantitative modelling, and a team of specialist analysts.
The Indicia Group also includes recently-acquired direct marketing agency Entire.