E-customermetrics connects offline customer data to online web behaviour, using anonymous cookie web reports, giving clients a deeper understanding of each individual customer.
E-customermetrics is headed by Steven Farquhar who has held a number of senior marketing insight and analysis positions over the past 10 years, including senior consultant and project manager at Sainsbury's Bank, customer insight manager and manager of business analytics at Intelligent Finance, and senior product analyst at Scottish Widows.
Earlier this month, Indicia launched MarketingReality, an econometric modelling business.
Perkins, chief executive of the Indicia Group, said: "Our objective in launching both e-customermetrics and MarketingReality is to provide clients with on and offline media performance measurement, combined with in-depth customer understanding.
"By joining together these analytic skills to what we already offer in the group we can understand the whole customer journey, helping drive marketing insight and ROI."