Digital Transformation

Dentsu Aegis Network introduces DAN Explore in India to measure media consumption

By Taruka Srivastav | Reporter

Dentsu Aegis Network

|

Dentsu Group article

June 26, 2018 | 3 min read

Dentsu Aegis Network’s Data Sciences Team has launched DAN Explore, a tool to examine differences in media consumption habits across TV, digital, out of home and mobile.

According to a statement by DAN, the tool aims to bolster media and communication strategies for the network’s clients and also to inspire creative themes. It will be further used for all clients of the Dentsu Aegis Network in India.

Dentsu Aegis Network introduces DAN Explore in India to measure media consumption

Dentsu Aegis Network introduces DAN Explore in India to measure media consumption

The tool is also integrated with Dentsu’s proprietary data sources SVG|Columbus’ app inventory and M1 Panel.

Gautam Mehra, South Asia chief data officer of Dentsu Aegis Network said: “The influence of sophisticated techniques like Artificial Intelligence, on the backbone of heightened processing capabilities has now made deeper understanding of audiences across various touchpoints very real.

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"Through our access of deep rooted APIs with our partners in traditional and new media , and our proprietary data sources, we have endeavored to decode audience behaviors across various platforms to capture a unified audience view to solve brand challenges.”

Narayan Devanathan, group executive and strategy officer at Dentsu Brand Agencies, South Asia said: "DAN Explore opens up countless ways to connect the dots precisely because it collects all kinds of dots about people and their lives. From passion points to brand and media consumption, from offline to online behavior, from individual to group affinities. In doing so, it does what data is supposed to do in the first place – help explore and find unexpected, inspiring insights.”

Dentsu Aegis Network's chief innovative officer earlier said that Asia will be the growth engine and innovation platform of the future.

Digital Transformation

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Dentsu Aegis Network Ltd. is a multinational media and digital marketing communications company headquartered in London, United Kingdom, and a wholly owned subsidiary of the Japanese advertising and public relations firm Dentsu.

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