Dentsu Aegis Network Launches Data Lab in China

29 Aug 2016

Dentsu Aegis Network today announced the official launch of its wholly-owned data lab – Dentsu Aegis Data Lab (DADL), in China. Independently developed, built and operated by Dentsu Aegis Network China, the cross-agency big data platform is designed to serve as the core data and tools center capable of real-time data collection, analytics, activation and reporting for the network.

The DADL addresses three main challenges in today’s digital marketing world: a highly fragmented consumer footprint, huge data volumes that create complicated marketing environments and a lack of consistency in brand messaging due to a dearth in deep and persistent digital insights. DADL counters these challenges through its ability to filter, analyse and store consumer information across multiple platforms while providing real time insights, thus optimizing a brand market’s and business decisions.

Motohiro Yamagishi, CEO Dentsu Aegis Network China, said, “Data is not only our business priority and focus, but also a catalyst for the entire industry especially for business evolution. As a digital group, Dentsu Aegis Network considers DADL to be one of our important long-term strategic investments. As a core digital and tools platform shared by our 21 agency brands, DADL will better facilitate collaboration among different agencies, help optimize resource deployment and serve the data business of our clients on a deeper and more comprehensive level. This is our full commitment in helping clients win the race in the digital economy.”

“Our strategy of becoming a 100% digital economy business by 2020 will be further accelerated by DADL,” said Chris Jin, Chief Information Officer Dentsu Aegis Network China. “DADL unifies and integrates real-time data of marketing ecosystems from all the agencies in Dentsu Aegis Network. This data integration and fusion enables actionable insights from a holistic viewpoint and makes advanced predictions possible for improved outcomes,” added Chris.