DAN Programmatic has launched ‘Vision’, a hyper-scaled machine-learning-based dashboard that provides reliable and high-quality forecasts on the performance of programmatic campaigns. It aims to empower agencies and clients to take more pre-emptive steps to maximize campaign performance.
Shamsuddin Jasani
Commenting on the launch, Shamsuddin Jasani, Exec Sponsor – DAN Programmatic & Group MD, Isobar -South Asia said: “The biggest boon of the digitized media market is that it has given rise to a new resource – the data. This new resource is now actually enabling modern day marketers to make smarter decisions and provide justifications for certain market movements. ‘Vision’ is the first step in a journey of making the programmatic ecosystem a lot more known to us beyond the heavy duty algorithms that govern the space. It enables us to be more proactive in sharpening our programmatic performance by informing creative and placement strategies by revealing
Gautam Mehra
Added Gautam Mehra, CEO of DAN Programmatic & Chief Data Officer -South Asia, Dentsu Aegis Network: “The explosion of data, coupled with efficient compute and advanced tech advancements, has opened up the realm of marketing to all sorts of predictive analysis. The depth of data available virtually makes every single outcome capable of being modelled with a high degree of certainty. Through its advanced algorithms, ‘Vision’ enters a space of sifting through reams of data to unearth trends that serve as guidance, and in many cases a caution to where a campaign is likely headed. This, in turn, helps carve out a sufficient window for agencies and advertisers to react to upcoming trends and thus, capitalise on the knowledge for their gains.”
The data sciences division of Dentsu Aegis Network (DAN) India has announced the launch of its own ‘DDLCoin’ with an aim to power transactions on DAN Data Labs.
Commenting on the launch of the ‘DDLCoin’, Vivek Bhargava, CEO DAN Performance Group said: “Trust and transparency has become almost a necessity in the way we enter into contracts with our clients. The recent wave of distrust in the advertising ecosystem has provided many in the industry with sleepless nights. With the use of trust-building technologies like distributed ledgers – known as the blockchain, the adtech industry has the unique opportunity to rebuild trust by creating a more transparent ecosystem for all. It gives me immense pride to be a part of a network that has the capability to service this modern need of clients and be pioneers in adopting this technology.”
Added Gautam Mehra, Chief Data Officer- South Asia, Dentsu Aegis Network: “DAN Data Labs has been known for being the industry gold standard in driving innovation in the way we plan and execute campaigns in the modern-day digital ecosystem. It has been our vision to provide a solution for whatever the need of our clients may be when it comes to data driven marketing. The product has been known to be swift to adapt to the changing environment by being constantly updated with the latest tech, advancements in Machine Learning and Artificial Intelligence and now trust systems like the blockchain.”
Dentsu Aegis Network India has announced that it is an official Facebook Marketing Partner (Ad-Tech), claiming it is the first global agency network to receive a badging for Ad-Tech.
Said Ashish Bhasin, Chairman & CEO – South Asia, Dentsu Aegis Network: “Aligned with our global vision of being a 100 per cent digitally-led business, DAN Data Labs is just the kind of innovation that drives our growth towards that mission. Led by Gautam, the Data Sciences team has had a record of driving innovation in digital marketing by bringing to the forefront new technologies to transform the way we do business today not only in India, but in several other countries around the globe.â€
Added Gautam Mehra, Chief Data Officer- South Asia, Dentsu Aegis Network: “We are proud to be recognised by Facebook as a Facebook Marketing Partner and being vetted for excellence in exactly the things needed to drive successful marketing campaigns. Receiving this validation is an added testament to the success DAN Data Labs has enjoyed in the 30+ markets where the platform has delivered efficiency at scale. It is indeed an honor to be the first Global Agency Group to receive this badge and continue to achieve client satisfaction through innovation on a worldwide level. With this new partnership, we hope to continue to build new solutions on the backbone of Machine Learning and being exposed to even more product alphas from Facebook.â€
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.â€
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.
Abhinay Bhasin, Senior Manager- Data Sciences, Dentsu Aegis Network India, has been shortlisted in the ‘New Talent Award’ category by DataIQ 2018.
DataIQ is a cross-industry community of data and analytics leaders and professionals from the Financial Times Stock Exchange 100 Index and large/mid-market organisations. Said Gautam Mehra, Chief Data Officer, Dentsu Aegis Network, South Asia: “An integral member of my team, Abhinay is a bright and passionate individual who has played an active role in championing the data story for the group in India through the service offerings of the Data Sciences Team. He has played a key role in consumer-insights projects, which has been very well received by clients such as Abbott and AMFI, to name a few. He has also added value and played a key role in crafting the data narrative in some of Dentsu Aegis Networks India’s recent business wins like MSIL and Suzuki Bikes. I am glad to see him as the only shortlisted candidate from APAC for the DataIQ Awards this year.â€
Dentsu India has announced the launch of DAN Prism, a unique video planning and insights tool that provides a single audience view across television and digital.
DAN Prism overlays the consumption pattern of the digital consumers on Facebook, YouTube and programmatic video with BARC to provide rich audience insights. These insights are then used for planning and activation through a single reach curve across all media platforms in a matter of minutes using a series of Artificial Intelligence (AI) algorithms.
Gautam Mehra
Speaking on the launch, Gautam Mehra, Chief Data Officer – Dentsu Aegis Network South Asia said: “In the ever-changing media landscape, we are experiencing a golden age of Video Consumption in India with fantastic content and platforms. The proliferation of smart devices is changing the way consumers consume content. Today India boasts of 800+ TV channels watched by 780 million Indians. There are nearly 100 million subscribers to OTT platforms and nearly 260 million online video watchers in the country. Evidently, multi-screening has become a part of the natural video consumption habit of the average Indian. One of Dentsu Aegis’ core objectives today is to deliver a proprietary, audience-first approach to video planning that maximizes client investment across TV and digital video. The idea here is always to harness the true power of data. DAN Prism is just one more step in that direction.â€
Rajni Menon
Added Rajni Menon, CEO, Carat India: “The TV viewing landscape of the country is swiftly changing owing to the mushrooming of a large number of OTT players, better connectivity and increased smart-phone penetration. As a country, we are now spending a lot more time watching video content. A large part of this is done on the mobile and on tablets. DAN Prism serves to be a powerful tool that reflects people’s behaviours today, enabled by convergence.â€
Dentsu Aegis Network has announced the launch of Data Sciences in India In an attempt to help clients and marketers understand and predict the influences of human behaviour on media and advertising. Data Sciences has been designed to effectively catalyse the decryption and interpretation of the overwhelming amount of data that agencies within the Dentsu Aegis Network explore and exploit every single day to drive efficiencies for its clients. Meanwhile, the team will also face clients directly and come up with customized solutions for them.
Led by Gautam Mehra, Chief Data Officer, Dentsu Aegis Network India along with Vivek Bhargava, CEO, iProspect India, the division houses a capable team of economists, statisticians and computer scientists. Apart from driving efficiencies within the network, the team will come up with data driven solutions to solve complex problem of clients, help effective data management within the group and that of the client and will work with all the network companies to bring Data, Analytics and Technology together to provide business intelligence at the click of a button. Prior to this, Mehra was Vice President – Social Media at iProspect, a Dentsu Aegis Network company.
Ashish Bhasin
Commenting on the launch, Ashish Bhasin, Chairman & CEO South Asia Dentsu Aegis Network, Chairman Posterscope& MKTG Asia Pacific said, “In order to take a leadership position in managing the ever-growing Data requirements for our clients, we have invested in a team of experts, led by Gautam, who will use technology to bring Data and Analytics together. We want to invest ahead of the curve as leaders in the Digital Marketing services to ensure that Dentsu Aegis Network clients in India get the best-in-class Data Management solutions, of a world standard. Vivek Bhargava will be the executive sponsor for the team and this will help us further strengthen our position in Digital Marketing services.â€
He added, “With Gautam and the team, we are welcoming the avenues of smarter marketing by not just providing our clients with data, but also giving them tools that can help them make better business decisions.â€
Vivek-Bhargava
Expressing his view on the new initiative, Vivek Bhargava, CEO, iProspect India said, “Data rests at the centre of all brand marketing in modern times. The new-age marketer keenly studies customer action and envisions disruptive products and campaign communication in accordance. It was a no-brainer therefore that as a network that leads in digital capabilities, we had to own a data division that adds immense value to our client campaigns across categories, in-turn boosting business achievements. This is definitely a sign of exciting times ahead.â€
Said Mehra, “Digital plays a critical role in the evolution of marketing. Data is being generated everywhere, that too volumes and volumes of it. The first challenge was to measure and collect it. The second obstacle to store data, which resulted in concepts like the cloud. And the third hurdle was to analyse and fructify it. And that’s where the need for a data team came into place. At Dentsu Aegis Network, we believe that data is a multiplier, not just a layer and needs to be analysed in milliseconds. Our Data labs consist of contemporary propriety tools that will positively provide effective and practical solutions to clients. I’m thrilled to be given this unique opportunity and certain that the data division will see great success.â€
