With the launch of GPT-3, there is a huge shift in the way data-driven creative will play out and we are ready for it.
Gautam Mehra, Chief Data & Product Officer- dentsu Asia Pacific (APAC) & CEO – dentsu Programmatic – South Asia.
2020 has been quite a year! With a tumultuous environment caused by a global pandemic, what we planned for at the beginning of the year and how it turned out could not have been anyone’s guess. That said, it’s been quite an action-packed and super productive year for dentsu Programmatic, the specialist division of the network that brings together Data Sciences and Media.
While strengthening its data-driven planning efforts with the launch of new products, dentsu Programmatic launched DMC Insights, a specialist research wing and have expanded the global footprint of their flagship MarTech and AdTech suite, the dentsu Marketing Cloud to over 1700+ clients worldwide.
2021 will present a huge opportunity for global economy and dentsu Programmatic seems bullish on CXM & digital transformation as themes that will make or break agencies in the New Year.
With that said, here are its core focus areas for the year 2021:
Commerce: COVID-19 has literally turned this space over its head. Almost every brand is now rethinking its e-commerce strategy and we have been enhancing a ton of our products and developing new ones to make online commerce a lot more efficient and help in delivering incremental revenue.
Data-Driven Creative: The time has come. With the launch of GPT-3, there is a huge shift in the way data-driven creative will play out and we are ready for it. A lot of our focus has been driven on media optimisation in the past. However, for 2021, we have grand plans for understanding and improving creative rapidly. Our insights engine, DMC Explore, has also been getting several shots in the arm, with exclusive 2nd party data partnerships revolving around real purchase behaviour, granular OTT behaviour, gaming enthusiasm and plenty more.
Identity: The cookie-less world is coming and those without a strong identity solution will be left behind. Stitching together consumer journeys and understanding online behaviour is critical and at the heart of all good creative and media executions. At dentsu international, we have Merkle’s Mercury Identity solution in the US and other advanced markets. In 2021, we intend to bring this gold standard solution to India & the region.
1st Party Data Maximisation: Our clients sit on tons of data. However, if you have a hard look, we are only scratching the surface of what can be done with this wealth of information. In 2021, we are giving our DMC Sync product a huge boost to allow for offline/online transactions and updation in real time to deliver far superior ROI than thought of earlier.
Deep Learning: Almost all our data-driven tools currently use some form of machine learning along with statistical models to deliver actionable insights and automation. However, in recent months, we are doubling down on deep learning techniques to further push the envelope of what these tools can do. From figuring out creative elements that work against the ones that don’t, to even predicting the eye-tracking behaviour of your user in the first 0.5 seconds! The potential is almost limitless in the marketing sphere and we intend to push the boundaries on this in 2021.
