Since the inception of advertising, the marketing environment has been dynamic and different. There have been changes in technology leading to rapid changes for marketers, both on the brand and the agency side. Audiences are now more conscious of their data and platforms have fortified their intelligence with walls – making it a difficult environment for brands to gain insights and audiences to gain brand trust.
In an effort to address these new realities and 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, analyze and optimize 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 optimizing 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 revolutionizes 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 analyze 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 organization, 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.