A data storytelling platform that allows digital publishers, marketers and their partners to transform complex multi-channel marketing performance data into shareable, interactive data stories has a launched in Australia.
Singapore headquartered Nugit was founded in 2013 by Australian entrepreneur David Sanderson and has global clients including Facebook, Samsung, Audi, IBM, Sanofi, GSK, and Johnson & Johnson on its books, with an Australian client due to be announced soon.
Sanderson, a former APAC head of search for Maxus, said it was “insane” many media and marketing companies rely on dated data analytics tools to analyse and share information, such as cleaning up data in Excel or Tableau, screenshot dashboards, and cutting and pasting into a PowerPoint presentation.
He said that marketing, ad operations and sales teams charged with delivering performance reports often spend 50-80% of their time wrangling data before meaningful insights can be drawn.
The Nugit platform integrates directly with 25 marketing tools including Google Analytics, Facebook Ads, DoubleClick for Publishers, MOAT, Instagram and LinkedIn and uses artificial intelligence to create shareable visual data stories at speed.
It is a cloud-based subscription service that charges monthly fees based on the number of data sources a customer requires. It has customers in 18 countries and monitors more than 340,000 campaigns from over 61,000 data sources. The enterprise version allows companies to add internal and third-party data via a universal data connector.
“Many companies have tried to crack this problem and the best solution in the past has been dashboards, but you can only go so far with this approach and it’s still too labour intensive,” Sanderson added.
“For marketers to turn their data into meaningful stories with a narrative and context, bring out the insights, and do this consistently at scale, a different kind of solution powered by more intelligent technology is needed.”
Sanderson said the move into Australia is “a great market for creativity, media strategy and execution”.
“If we can remove the burden of data wrangling and help marketers keep pace with business requirements and do what they do best, I think we can make a big impact,” he said.
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