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Tag: Dentsu Marketing Cloud

  • To produce several iterations of creative copy

    Dentsu launches GPT-3 powered content creation engine

    By Our Staff

    Dentsu Asia Pacific’s Data Sciences Division has announced the launch of a GPT-3 powered content generation engine. The engine is designed to produce several iterations of creative copy tied to historic and predictive performances of content and is embedded in Dentsu Marketing Cloud (DMC) – Dentsu’s proprietary consumer insight and intelligence platform for creative and performance marketers.

    Generative Pre-trained Transformer version 3 (GPT-3 or GPT 3) by OpenAI is, by far, the most powerful language model in history. By linking GPT-3 with performance data, this one-of-a-kind content generation engine, built by Dentsu’s Data Sciences Division, puts the power of artificial intelligence-led copy-creation in the hands of every Creative across Dentsu.

    Said Sidharth Rao, Chairman, Dentsu Webchutney and Dentsumcgarrybowen India: “One of modern marketing’s most powerful enablers has been using data to understand audiences and create content that resonates powerfully with them. While compelling storytelling is paramount to connecting brands with their audiences, data enables one to move beyond a single limiting thought to unlock the full potential of an idea. As a digital-first creative network, products such as the GPT-3 powered content engine will enable our teams to mitigate the pressure that content creation requires through the intelligent use of technology to drive efficient creative product and deliver better customer experiences.”

    Added Gautam Mehra, CEO, Dentsu Programmatic and Chief Data Officer, Dentsu Asia Pacific: “AI and ML allow for the intelligent processing of information to deliver better efficiencies. With Neuro-linguistic Programming and deep learning coming to the forefront of data-driven creative messaging, enabled by GPT-3 and its applications, the link between effective creative messaging and content generation at scale is entering its golden era. The use of this new technology within our creative product is testament to Intelligence Augmentation at the driving seat of creative innovation and yielding better outcomes for clients and marketing practitioners the world over.”

    Available in 15 languages and applicable globally, the product is very easy to use. The GPT-3 powered Creative Engine will be merged with Ddentsu International’s marquee data-driven marketing engine – the Dentsu Marketing Cloud. Users simply feed the engine with a seed social media caption, theme or topic and the engine generates several iterations of the best predicted performing caption(s) or post copy within a few seconds. The underlying intelligence of the tool can apply quantitative analysis to both pre and post-live-testing cycles and uses AI & ML to predict how audiences will engage and react to any creative message in real-time.

     

     

  • On a Privacy-First World – ‘Who Ate My Cookie?’

    Dentsu Data Sciences unveils industry position paper

    By Our Staff

    The Data Sciences Division of Dentsu international India has published a new industry position paper ‘Who Ate My Cookie’ under its specialist consumer insights wing Dentsu Marketing Cloud (DMC) Insights. The report details both the challenges and opportunities faced by marketers, publishers, consumers and data brokers as they struggle to adapt to a changing ecosystem landscape built for a privacy-first world.

    Cookies have for long a time been the cornerstone of digital marketing ever since their inception in 1994. They have been the basis of digital advertising. With a goal to deliver more relevant ads to consumers, companies have amassed troves of customer data via third-party cookies, which eroded customer trust. This industry position paper aims to describe the shift and need toward a privacy-first world by demystifying ecosystem changes and attempts to provide guidance to marketers and publishers on navigating a “privacy-first” online world devoid of third-party cookies.

    Gautam Mehra
    Gautam Mehra

    Said Gautam Mehra, Chief Data and Product Strategy Officer (Asia Pacific) and CEO Dentsu Programmatic: “The digital revolution that created so many new business and marketing opportunities is now driving the customer revolution. Developing strong customer relationships has always been fundamental to building a successful business practice. This becomes more vital in a privacy-first world. Through our position paper, we endeavour to assist the industry in navigating through the fast paced ecosystem changes and provide guidance on a few possible solutions to strengthen customer experiences with privacy at its core.”

    Nishant Malsisaria
    Nishant Malsisaria

    Added Nishant Malsisaria, Vice President– Product Strategy (Asia Pacific) Dentsu Data Sciences: “To succeed in the new customer-driven environment, organisations must be able to use consent-based information, technology and analytics to deliver relevant customer experiences across channels. A privacy-first world promotes the need to develop first-party data sets in a far more secure and privacy-focused way. Future competitive advantage will depend on the ability of brands to have more control over their audiences in a trust based world.”

     

  • The DMC helps in establishing greater control of client data in one place

    DAN Data Sciences announces global launch of Dentsu Marketing Cloud

    By A Correspondent

     

    In an effort to provide data-driven solutions to clients, the Data Sciences Division from the house of Dentsu Aegis Network (DAN) India, has announced the global launch of the Dentsu Marketing Cloud (DMC). The announcement was made at an exclusive DAN client event at Facebook’s Thailand HQ earlier this month.

     

    The DMC brings together a slew of Dentsu proprietary ecosystems such as the Facebook Marketing Partner (Ad-Tech) Badged DAN Data Labs Product Suite, Dentsu Explore and other proprietary mar-tech tools. It also has advanced analytics solutions such as the Dentsu Pixel and the Dentsu DSP to help clients plan, buy, measure, analyse and optimise campaigns. Additionally, the DMC helps in establishing greater control of client data in one place.

     

    Commenting on the launch, Sarnchatt Chansrakao, CEO, Dentsu X Thailand said, “On the backbone of cutting-edge technology, Dentsu Marketing Cloud provides us with the necessary resources to deliver more relevant and effective marketing solutions for clients. Through DMC we will be able to provide bespoke services to clients such as multi-touch attribution and market mix models; consequently, helping us deliver the full strength of planning and optimising digital campaigns – all whilst ensuring privacy and providing clients with greater control of their data.”

     

    In an attempt to promote greater collaboration across teams and share insights, the DMC will promote a customer-centric approach to marketing by equipping teams to deal with modern client structures. It has been built on integrations between the DAN Data Labs Facebook Product suite and Advanced Analytics products. DMC has already been a great success in 30 global markets and has won numerous client awards.

     

    “The DMC revolutionises the way modern and future-focused advertising agencies operate. With the launch of new products and solutions such as the Dentsu Ad-server (D-Serve), the Dentsu Pixel, etc., the DMC will present to clients more control over their data and allow them to analyse their cohorts. This enables clients to create better segments for sharper targeting. The Dentsu Marketing Cloud is just the first step in our platform’s story. As an organisation, we are committed to enabling marketers in achieving their goals as we promote greater transparency, control and the best of technology,” added Gautam Mehra, CEO, DAN Programmatic & Chief Data Officer, DAN – South Asia.