The deal will combine behavioural and stated data across the purchase cycle, including shopper motivation, mindset and behaviour.

Nepa will use RealityMine’s behavioural technology to support its omnichannel path to purchase and tactical insights for Nepa Digital Pulse, which provides insights on digital consumers’ influences and search.

Lindsay Parry, managing director, Nepa UK, said: "The behavioural data collected through RealityMine’s technology provides the foundation for the analysis of ‘what’ shoppers are actually doing online. Combining this with Nepa’s usage and attitude data, Nepa creates a single source of behaviours and attitudes and uses advanced analytics to glean new insight into ‘why’ shoppers behave the way they do."