Dive Brief:

• WPP is restructuring to create a marketing analytics firm that will help brands manage big data. 
• The new company, Gain Theory, says it will offer "marketing foresight consultancy" that uses advanced analytics to provide insight into a brand's future. 
• In addition to helping marketers sort out their own data, Gain Theory aims to connect brands with other WPP data sources, like retail purchase data from Kantar Shopcom or set-top box data from Rentrak. 

Dive Insight: 

The mountain of data that marketers face everyday can be overwhelming. Gain Theory could be a valuable resource for those professionals feeling the pressure of growing data. WPP has the advantage of a offering broad network of data dealers that it can tap to help clients of Gain Theory.