MasterCard Advisors announced Thursday that it's working with analytics company Mu Sigma to better aggregate anonymous purchase behavior data.

The subsidiary of MasterCard (MA) provides that information to merchants, to help them improve the way they market wares to customers and increase loyalty.

"The data analytics market is rapidly growing as customers seek real-time insight allowing them to better connect with consumers through highly relevant products, offers and services," said Gary Kearns, an executive vice president in charge of Information Services at MasterCard Advisors. "By combining MasterCard Advisors' purchase behavior insights with Mu Sigma's expertise, we will be able to drive faster innovations in data analytics solutions and deliver them on a broader scale, globally."