Big data is the new black right? But data means insights, not just raw numbers. So Enero has consolidated its data experts and created the Data Sciences Unit.
Enero said it set up the arm due to client demand for more data-driven marketing solutions to enhance sales, marketing, business efficiency, product development and customer service programs.
The unit is already working with Coca-Cola and Luxottica.
It will focus on communications planning, CRM-based data sevices, systems, data mining and clustering, modeling and transformation of data, and business consulting.
The unit will draw on 20 data experts from within the group including The Leading Edge's Paul Sinkinson, BMF's Rob Chandler and Naked Communication's Scott Thompson. It will be led by The Leading Edge global chief Andy Bateman. However, these guys will be wearing two hats as they will also continue with their existing duties.
Enero Group chief executive Matthew Melhuish said: “Clients are always looking for ways to gain advantage and it's clear that data will play a huge and growing role in marketing moving forward. The challenge most clients have today is while they may have lots of data, there is not enough advantage or real meaning being gained from it to drive decision making in the marketing context. Our team understands how to frame data driven insights in ways that marketers can use to quickly and effectively drive results.
“We already have 20 very talented folk working in this space across the group and it made a great deal of sense to bring them together to accelerate learning and allow them to deploy as one team on any given project. We are prioritising this area and looking to grow the team rapidly.”
Bateman said: “An average smartphone loaded with social apps is collecting real time location, sentiment and usage data. Our computers and tablets are capturing consumption and browsing habits as well as transactions. Retailers and our credit cards capture what we buy.
“How and where we travel is increasingly monitored by sensors, while customer service centres capture how we feel and what we need. That's all great, but the crucial part is extracting the power of the data to help drive competitive advantage.”
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at wenleima@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.