Dentsu Aegis Network Launches Data Sciences Unit, Appoints Gautam Mehra as Chief Data officer
Dated: September 06, 2016
Dentsu Aegis Network has launched the Data Sciences in India to help clients and marketers understand and predict the influences of human behaviour in media and advertising. The team will be led by Gautam Mehra, who has been appointed as chief digital officer. Mehra was VP – social media at Dentsu Aegis Network's iProspect prior to this. He will lead data sciences with Vivek Bhargava, CEO, iProspect India.
Ashish Bhasin, chairman and CEO, South Asia, Dentsu Aegis Network, chairman Posterscope and MKTG Asia Pacific, said, “In order to take a leadership position in managing the ever-growing data requirements for our clients, we have invested in a team of experts, led by Gautam, who will use technology to bring data and analytics together. We want to invest ahead of the curve as leaders in the digital marketing services to ensure that Dentsu Aegis Network clients in India get the best-in-class data management solutions, of a world standard. Vivek Bhargava will be the executive sponsor for the team and this will help us further strengthen our position in digital marketing services. With Gautam and the team, we are welcoming the avenues of smarter marketing by not just providing our clients with data, but also giving them tools that can help them make better business decisions.”
Bhargava said, “Data rests at the centre of all brand marketing in modern times. The new-age marketer keenly studies customer action and envisions disruptive products and campaign communication in accordance. It was a no-brainer therefore that as a network that leads in digital capabilities, we had to own a data division that adds immense value to our client campaigns across categories, in-turn boosting business achievements. This is definitely a sign of exciting times ahead.”
Mehra added, “Digital plays a critical role in the evolution of marketing. Data is being generated everywhere, that too volumes and volumes of it. The first challenge was to measure and collect it. The second obstacle to store data, which resulted in concepts like the cloud. And the third hurdle was to analyse and fructify it. And that’s where the need for a data team came into place. At Dentsu Aegis Network, we believe that data is a multiplier, not just a layer and needs to be analysed in milliseconds. Our data labs consist of contemporary propriety tools that will positively provide effective and practical solutions to clients. I’m thrilled to be given this unique opportunity and certain that the data division will see great success.”