YouGov profits soar after shift towards real-time consumer data attracts McDonald's, Uber and Vodafone

Callum Keown
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McDonald's Same Store Sales Up 7.1 Percent In January
McDonald's is one new customer attracted by Yougov's data analysis (Source: Getty)

Pollster YouGov said a shift in focus to real-time data analysis was paying off as its profits climbed 49 per cent.

The market research firm reported pre-tax profits of £11.8m in the year to 31 July, up 49 per cent on the previous 12 months.

Revenue also climbed nine per cent to £116.6m as its five-year plan to a real-time data analytics model, launched in August 2014, remained on track.

Read more: YouGov shares rise as profits jump 27 per cent

The company said its 'plan and track' service, which helps clients monitor the effectiveness of advertising and marketing, was taken up by McDonald's, Uber and Santander in the past year.

Its 'omnibus' service, which tracks public opinion and attitudes, has also attracted eBay, Vodafone and Hiscox in the past twelve months.

Chief executive Stephan Shakespeare said the company's shift in focus was bearing fruit.

He said: “We have delivered revenue and profit growth significantly ahead of our industry and continue to track to meet the financial objectives set out in our five-year plan.

“Increasingly, our clients are demanding the rapid analysis of data in real-time and through targeted investments in technology we have built a data engine which serves the modern marketer.

“However, as the technology of decision making evolves, so must our products and applications.”

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Shakespeare said the international spread of its revenues meant the company would “cope with or even gain from, potential volatility” brought about by Brexit.

He said YouGov would focus on expanding into new geographic markets in the coming year and invest in growing its data products and services.

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