A NEW partnership has been launched between a North-East university and a tech company to try and come up with a way of understanding online behaviour.

Middlesbrough-based marketing specialist Clicksco is working with Durham University on the project.

The scheme, known as a Knowledge Transfer Partnership (KTP) is aimed at creating innovative tools to better understand customer behaviour in the digital marketing sector.

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Richard Parker-Smith, senior business development manager at the university, said: "While there are KTPs focusing on various areas of big data, there are none like this project, making it unique to the university, Clicksco, and the UK. We believe this will help to put the North-East on the map as a leader in this rapidly evolving field.

"For the university, this will not only allow the production of research papers and impact case studies to secure research funding, but discover new projects for students and teaching materials to bring learning to life – all of which contribute to maintaining Durham University’s reputation as one of the UK’s leading institutions."