Media agency Madison Media has unveiled Datask, its proprietary consumer-based targeted marketing and insights platform, designed to identify and define personalised experiences at scale across creative, media and CRM. Datask drives customer-forward mar-tech capabilities to a higher level with the confluence of data and technology.
Datask will help brands understand information about customer demographics and psychographics, including what draws customers in and persuades them to make purchases by bringing all the data together on one single platform, giving brands a cohesive view of customers. It will give brands the ability to centralise and manage their databases, analyse their marketing efforts, inform content management systems, power advertising platforms and thus improve overall marketing outcomes.
Datask is designed to plan consumer insights, audience segmentation, channel planning, creative development and message distribution, with continuous optimisation and measurement with attribution tied to brand performance at every step of the consumer journey. Datask can be integrated with marketing cloud, allowing clients to get the most from their first-party data and mar-tech investments.
Vikram Sakhuja, Partner and Group CEO Madison Media and OOH, said, âWe are committed using insights, data, technology and MarTech capabilities to increase our clients' profits in a sustainable way. Until now, the idea of mass personalisation was more of an aspiration than a reality, Datask changes that. This is targeted marketing at scale and in action and the new platform can be leveraged by all Madison Media clients across multiple disciplines.â
Vishal Chinchankar, Chief Digital Officer, Madison Media, said, âWith Datask, we have created a unified technology platform that intakes disparate datasets, provides normalisation and segmentation on that data, and thus will allow Madison clients to define specific audience segments to which they can provide distinct marketing experiences.â