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Dentsu Aegis Network launches data lab in China

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.”

Chris Jin, chief information officer of the company said the agency’s strategy of becoming a 100% digital economy business by 2020 will be further driven by DADL.

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