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Working together with our data partners at The Data City, we build our insight on highly sophisticated data mapping tools. Using The Data City’s industry-leading machine-learning platform, we have developed a new and sophisticated way of classifying the UK’s marketing, advertising, creative and media agency sector, recognising the diversity of the industry.
This was done by moving beyond the existing company classifications to create a new taxonomy via training The Data City’s machine-learning tool to identify and classify agencies in different categories based on what they do and who they do it for.
The Data City platform pulls together data from a variety of sources to offer in-depth financial information, company records, investment data, growth measures and more. Working together with their partners, The Data City collects and collates data from Companies House, Creditsafe, Dealroom.co, Lightcast, Innovate UK, 360 Giving and more.
When combined with our proprietary classification taxonomy, this allows us to provide Agency by Agency subscribers and research clients a scope and depth of information that was never previously available to agencies, investors, brands, publishers or industry bodies. You will find more on our data points and the definitions we use below.