Dentsu's Data2Decisions eyes taking marketing modelling to the masses

Sarah Homewood
By Sarah Homewood | 17 July 2015
 

Dentsu wants it clients to make better marketing decisions, and not just the clients that are able to pay-up for comprehensive econometric marketing. With the launch of its own global marketing effectiveness consultancy, Data2Decisions, the business is eyeing off not only assisting those with big budgets make smarter choices, it's bringing data to the little guys too.

Data2Decisions launched its Australian and New Zealand operation last week and Dentsu's newly named managing director of research, data and analytics, Clare Fernando, told AdNews through Data2Decisions, Dentsu has been able to create a product which allows smaller clients, with smaller budgets, to take advantage of the full-picture that access to a full suite of data can provide.

“For a lot of brands and a lot of organisations the cost of econometric marketing is very prohibitively expensive if they've never dabbled in econometric marketing before, it's big investment first up,” Fernando said.

“We've created a product, which I call marketing mix modelling 'little box', which is the vital stats of big box [the full-service modelling offer] but it gives brands the fundamentals of key marketing and media drivers. It will help clients understand the role that each media channels plays in driving KPI's,” she added.

Data2Decisions has nine offices throughout the UK, Europe, Americas and APAC, and Fernando explained to AdNews that the Australian market can act as an important launch market which was used as a place to test new products for the business to grow on a global scale.

“When you look globally Australia is such a small economy, but it's still important. It's a pilot market and a launch pad for new products and methodologies to be rolled out globally,” Fernando said.

With the focus on data increasing in the marketplace for the past few years, Fernando said such heightened aim on transparency and rigour is an important approach to take in this region.

She explained that what the group is doing is measuring marketing effectiveness and said that work Data2Decisions does is completely transparent because its based in numbers.

“So whether it's analytics, predictive modelling or whether its through research, it's always verifiable. It's completely transparent, clients can quickly find out if you know your stuff, or if you don't,” she said.

Fernando joined Dentsu from her previous role as chief insights officer of Thrive Plus before which she worked with companies such as IPG, Initiative and Austar Entertainment. She has also held marketing research and analytics roles in industries such as banking and finance, accounting, online, retail, logistics and consultancy.

Speaking of the launch of Data2Decisions, Matt Crook, CEO of performance and Amplifi for Dentsu Aegis Network ANZ, said: “Insights, data and analytics are pivitol to achieving the Dentsu Aegis Network Digital 2020 vision and Clare was clearly the most talented executive we met during our extensive search to deliver on our ambitions in this space.

“We want to help our clients to make better decisions quickly – to make their marketing work harder and better in the future and the launch of Data2Decisions will significantly increase our offer in this space.”

With Fernando at the helm the company has several data products coming down the line to help clients make and test decisions to ensure they are coming up with the most effective marketing strategies.

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