BIG DATA: France’s media groups Lagardère Active, the parent of such titles as Elle France, Paris Match and Les Echos – Le Parisien Group, whose parent company is LVMH Moët Hennessy Louis Vuitton, have invested in a joint project in the data science sector.

“Data is one of the key levers and success factors in [the companies’] B2B and B2C development,” the two companies stated in a joint release Monday. In it, Denis Olivennes and Francis Morel, president of Lagardère Active and Les Echos – Le Parisien Group respectively, said the tie-up aims to “develop a leading player in the sector of data science.”

This new entity is meant to build a team of “data scientists” to work on research and development, share information between both groups and create new deals for the advertising market “with the pledge to provide a high-impact service targeting the premium audiences or rare segments where both groups’ media brands have the strongest presence.” It also said the entity will enter into partnerships with other groups interested in taking part as well as with start-ups specializing in data science.