DAN Programmatic, empowered by The Data Sciences Division of Dentsu Aegis Network (DAN) in India, has announced the launch of Dentsu Marketing Cloud Platform to power the network’s advanced analytics capabilities.
Shamsuddin Jasani, Group MD, Isobar, South Asia, said, “In our recent conversations with marketers, there is a growing pain point of limited data control due to the black boxes in which various ecosystems operate in. We are constantly hearing that clients are looking to gain deeper insights into their audiences and their journeys and to turn those insights into better brand and audience experiences. To address this concern, we have invested in developing from ground up the Dentsu Marketing Cloud Platform to present clients with greater insights to enhance marketing effectiveness and increase their control over their data.”
The Dentsu Marketing Cloud Platform will operate as a marketing intelligence platform, which will house intelligence from the 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.
“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,” said Gautam Mehra, CEO, DAN Programmatic and Chief Data Officer, DAN, South Asia.