The platform will operate as a marketing intelligence platform, housing intelligence from DAN Data Labs ecosystem
DAN Programmatic has launched Dentsu Marketing Cloud Platform to drive the network’s analytics capabilities. The platform will operate as a marketing intelligence platform, which will house intelligence from the globally acclaimed DAN Data Labs ecosystem, first, second- and third-party data. It brings together advertising and analytics to help surface deeper insights, establish enriched customer connections and drive better marketing results.
There is a growing pain point of limited data control due to the black boxes in which various ecosystems operate. Due to this, clients are looking to gain deeper insights into their audiences and their journeys and to turn those insights into better brand and audience experiences, Shamsuddin Jasani, group MD, Isobar – South Asia, said. “To address this concern, we have invested in developing from the ground up the Dentsu Marketing Cloud Platform to present clients with greater insights to enhance marketing effectiveness and increase their control over their data,” he added.
“Under the Dentsu Marketing Cloud Platform, clients will be able to better segment their audience cohorts using advanced analytics. With the integration of client-owned or DAN owned pixels governing the flow of data, clients will be able to run proprietary multi-touch attribution models, market mix models and a whole gamut of services to not only provide better insights, but to deliver high touched consumer experiences through sharper targeting,” Gautam Mehra, CEO, DAN Programmatic and chief data officer, DAN – South Asia, adds.
The Dentsu Aegis Network Data Sciences Division is a specialised capability center of data scientists and experts within the Dentsu Aegis Network. It was launched in India in 2016 to deliver best-in-class expertise and capability in the use of data for data driven marketing and to solve brand challenges.
Dentsu Aegis Network’s presence in India comprises the global network brands Carat, iProspect, Isobar, Posterscope, Vizeum, MKTG, Amnet and mcgarrybowen along with the Dentsu branded agencies – Dentsu Impact, Dentsu One, Dentsu India, dentsu X, Taproot Dentsu and Dentsu Webchutney. Also, newly added to the group are the recently acquired local brands Milestone Brandcom, WATConsult, Fountainhead MKTG, the Perfect Relations Group, Happy mcgarrybowen, Fractal Design Studio, SVG Columbus and Merkle Sokrati.