Data analytics startup Ayudante acquires SG firm to bolster SEA expansion

Aleetza Senn, CEO and founder of Sparkline / Photo credit: Sparkline

Japanese digital marketing company Ayudante has acquired Singapore-based data analytics firm Sparkline, though financial details of the deal have not been revealed. With the move, Ayudante’s goal is to grow its business in both East Asia and Southeast Asia.

Founded in 2013, Sparkline offers consulting, training, and product-related services for businesses, helping clients – including firms like Standard Chartered Bank, GoBear, and Reebonz – develop and implement their data strategies.

Aleetza Senn, CEO and founder of Sparkline, said the acquisition helps the company extend its analytics services to more businesses in the region.

For Ayudante, it sees Sparkline’s local knowledge and client network as a boon to its expansion efforts.

The Japanese firm specializes in website and campaign data analysis, online advertising campaigns, and digital marketing strategy consulting. The company was founded in 2006 by Hiroshi Yasukawa, who worked at IBM Japan and Microsoft before launching the business.

Naohiro Yamaura, Ayudante’s COO, will now lead Sparkline’s board and aim to strengthen the firm’s presence in Singapore. Both companies will keep their respective brands.

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