Dentsu Aegis Network launches specialist data business in China
Dentsu Aegis Network has launched a data lab in China, part of the group’s strategy to become a “100 per cent digital economy business by 2020.”
Dentsu Aegis Network launches data lab in China
The specialist business will be cross-agency, including the likes of mcgarrybowen, Vizeum, iProspect and Carat, and all the technology and platforms used have been built by Dentsu Aegis Network in-house.
Chris Jin, chief information officer at Dentsu Aegis Network China, said; “Our strategy of becoming a 100 per cent digital economy business by 2020 will be further accelerated by DADL. [It] unifies and integrates real-time data of marketing ecosystems from all the agencies in Dentsu Aegis Network. This data integration and fusion enables actionable insights from a holistic viewpoint and makes advanced predictions possible for improved outcomes.”
According to the network, the need for a specialist data lab is due to a more fragmented consumer footprint, huge data volumes and inconsistent brand messaging.
Motohiro Yamagishi, CEO Dentsu Aegis Network China, said; “Data is not only our business priority and focus, but also a catalyst for the entire industry especially for business evolution. As an industry-leading digital group, Dentsu Aegis Network considers DADL to be one of our important long-term strategic investments. As a core digital and tools platform shared by our 21 agency brands, DADL will better facilitate collaboration among different agencies, help optimize resource deployment and serve the data business of our clients on a deeper and more comprehensive level. This is our full commitment in helping clients win the race in the digital economy.”
In terms of outputs, the new unit will be responsible for data capture, data analytics, data activation and interactive visual reporting.