Balfour returns to head up Tangible Data
Tangible Group, the communications arm of Cello, is to launch a new data specialist division which will be operated out of Edinburgh and be headed up by the former MD of Navigator.
Yvonne Balfour is to return from maternity leave to head up Tangible Data, which will aims to deliver data expertise through localised management.
Tangible Data (formerly Talking Numbers) will look to work across the UK having already worked with Scottish clients Standard Life and Tesco Personal Finance.
The agency’s product Magellan was launched earlier this year at London show Technology For Marketing & Advertising. It is a system for integrating on and off line data for campaign management or sophisticated CRM programmes. Magellan will now be available in Scotland along with the technical expertise for bespoke installation, project management and client training.
Balfour commented: "I will be introducing Tangible Data to the Scottish market at ground level, both servicing the group client network and building an independent client base. It's a fantastic challenge for me and an exciting proposition I can truly believe in."
She continued: “As marketing has moved extensively into online media, so tracking and delivering integrated activity, and being clear on where this is delivering value, is paramount. Yet very few organisations genuinely have the tools or understanding to maximise value across channels. Data integration after the event is difficult and unwieldy, so marketers are often unaware of what has worked or the combined effect of channels. Magellan can integrate multiple channel data and give marketers “real time” capability to respond. It is a ground-breaking product and will be of enormous benefit to Scottish database marketers.”
The news follows the recent promotion of former Client Services Director, Janet Snedden to Managing Director of Tangible Data's head office in Cirencester and founder Nigel Magson stepping up to the role of Chairman.