Dentsu Aegis Network Launches Specialist Data Business in China

Dated: August 29, 2016

Dentsu Aegis Network has launched 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 centre capable of real-time data collection, analytics, activation and reporting for the network.

The lab aims to address 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. The DADL will filter, analyse and store consumer information across multiple platforms while providing real time insights, thus optimising 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 an industry-leading 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.”



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