Thousand Oaks data firm Giant Partners has acquired marketing agency Worxstudio to move into the data-driven digital marketing business, the company announced Thursday.

Worxstudio is also located in Thousand Oaks. The two partnered on projects prior to the acquisition with success, which inspired the buyout.

The acquisition illustrates the growing trend of merging marketing with big data to more effectively target advertisements and other communications, Giant Partner said in a statement.

“Our customers always ask us how to best utilize data in the modern marketing landscape,” said Giant Partners Chief Executive Giovanni Barile in a statement. “After the acquisition, we not only have great answers for them, but have the ability to help them succeed with a complete digital marketing service.”