Skipton Building Society has bought marketing analysis company GMap.
GMap becomes the 12th subsidiary of Skipton, joining other firms in the society's stable such as mortgage packager as Pink Home Loans.
Skipton says it has bought GMap as part of its “modern mutual” policy of investing the profits of companies it owns into providing better interest rates and a wider choice of products and services for members.
GMap was developed by academics looking at the relationship between customers, market channels and sales.
It provides technology to produce predictive models which forecast where best to site businesses and how specific customer types will react in certain selling situations within the financial services, forecourt retailing and telecom sectors.