MxMIndia

Tag: DAN Explore

  • It is a proprietary brand-audience perception analysis engine

    DAN Data Sciences launches ‘Dentsu BrandSense’

    By A Correspondent

     

    In an effort to offer clients data driven solutions, the Data Sciences division of Dentsu Aegis Network (DAN) India, has announced the launch of ‘Dentsu BrandSense’ – a proprietary brand-audience perception analysis engine.

     

    Commenting on the launch, Rajiv Dingra, CEO & Founder, WATConsult said: “Targeting people based not just on their explicitly stated preferences or past behavioral trends, but on their underlying psychological make-up has been a long-needed solution for brands to connect with their audiences. With the Dentsu BrandSense tool from the DAN Data Lab factory, this is a leap forward in a true data driven way for brands to understand the make-up of their audiences in much more depth to generate content that better resonates with a brand audience.”

     

    Notes a communique: “This proprietary brand-audience analysis engine will be housed under the audience insights engine of Dentsu Aegis Network – DAN Explore. It will have two key components – first, analyzing a brand’s communication on social media and marketing channels (Dentsu BrandSense), and second, analyzing how audiences respond to those brand communication channels (Dentsu AudienceSense).”

     

    Added Gautam Mehra, CEO, DAN Programmatic & Chief Data Officer, DAN – South Asia: “With Dentsu BrandSense, we aim to bring Behavioural Sciences and Personality Science to the forefront of marketing efforts. Equipped with not just proprietary machine learning models, this engine will be equipped with intelligence from industry leading personality algorithms such as the likes of IBM Watson, Google NLU and Azure Text Analytics APIs. The idea is to go beyond finding correlations between behaviour and audience preferences to now adding a personality dimension to improve marketing effectiveness and enhance audience motivation,”

     

     

  • It is an Artificial Intelligence (AI)-based insights engine for programmatic audience performance

    DAN Programmatic launches ‘DAN Explore for Programmatic’

    By A Correspondent

     

    DAN Programmatic has collaborated with Amnet, the network’s programmatic arm, to launch DAN Explore for Programmatic. It is an Artificial Intelligence-based insights engine for programmatic audience performance, which merges with their flagship insights engine – DAN Explore.

     

    Salil Shankar

    Commenting on the launch, Salil Shankar, Vice President – Amnet India said: “Despite the obvious benefits of the ecosystem, when it comes to programmatic advertising, the environment is mainly opaque. With the tech still being very much of a black-box, the lack of transparency still remains a major point of concern for publishers, brands and marketers. With its unique ability to provide more understanding to audience cohort performance, DAN Explore for Programmatic will be one step closer to our vision of making this ecosystem more transparent as well as providing us with the insight to sharpen our audience buys and set new performance benchmarks.”

     

    Added Gautam Mehra, CEO- DAN Programmatic & Chief Data Officer- South Asia, Dentsu Aegis Network: “Armed with the right algorithms, DAN Explore for Programmatic aims to become a translator in conversations by bringing trust between industry stakeholders in the programmatic space. With its unique access to data and proprietary logic frameworks, DAN Explore for Programmatic will help classify programmatic audiences accurately and reliably to analyse the performance of audience cohorts in line with marketing objectives based on thousands of real-time data points – forming a base for future planning and real time optimization of programmatic campaigns.”

     

     

  • Aims to harness real-time audience consumption habits across media touchpoints

    Dentsu launches its latest proprietary tool, DAN Explore

    By A Correspondent

     

    Dentsu Aegis Network’s Data Sciences Team has announced the roll-out of a tool that captures the trend of changing audience behaviour and understand the nuances of various consumer cohorts across media touchpoints, backed by behavioral triggers and psychographic understanding – DAN Explore.

     

    The tool will be a first in the market that examines differences in media consumption habits across TV, Digital, OOH, Mobile and other touchpoints in the consumer’s journey to help marketers combat the challenge to determine when, where and how best to reach their audiences.

     

    Gautam Mehra

    Commenting on the launch, Gautam Mehra, the South Asia Chief Data Officer of Dentsu Aegis Network said: “With data and smartphone prices being more ubiquitous, India has seen a distortion in the traditional path to purchase of the digitised consumer. While traditionally there have been challenges in brands understanding nuances in audience traits of the various subsets of their consumers, the growing needs of clients and brand strategists alike have inspired us to probe further in assuming ways to extracting these rich insights. 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. 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 behaviours across various platforms to capture a unified audience view to solve brand challenges.”

     

    Narayan Devanathan

    “There have been two ‘fights’ in the communications business, one that’s been around for a couple of decades now and the other of more recent making. The first is between media and creative. The separation of these two components has resulted in a gap in how a media planner sees the audience and how a brand planner sees the consumer. The second is between Big Data and creative. What we seem to have forgotten in all these ‘fights’ is that everything we do is in the interest of best matching consumers and brands. What that requires is a connecting of the dots so that we understand people as people—not only as consumers of media or brands. 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,” added Narayan Devanathan, Group Executive and Strategy Officer at Dentsu Brand Agencies, South Asia.