Essence launches 'data health check' service

GroupM’s global data and measurement-driven media agency Essence has introduced its Essence Data Health Check consulting service, developed to help brands achieve effective business outcomes from their digital marketing activities by advancing their audience data strategy.

According to the agency, Essence Data Health Check is a service product developed through Essence Global Ventures, the agency’s Singapore-based innovation, research and development hub. As part of Essence’s consulting solutions, Essence Data Health Check aims to provide a meticulous review of marketers’ technology stack, data collection setup, audience management approach and data deployment practice. It also includes actionable recommendations to increase the effectiveness of data-driven paid and owned marketing activities. The agency said that this review is done “with respect towards current and future shifts in legislation and technology pertaining to consumers’ online identity and privacy”. Designed for both in-house marketing teams and external agency service models, the offering also recommends measurable implementation roadmaps to track progress and capture value.

The move aims to offer strategic and tactical aid for marketers to accelerate their digital marketing transformation and business growth”, added the agency. It also seeks to enable marketers to maximise value from their audience data and optimise consumer brand experience. The features of the product are informed by years of providing data services for brands across APAC, including those from the technology, retail, travel, luxury and financial services sectors.

The introduction of Essence Data Health Check follows the launch of Essence Media Health Check earlier this January, a consulting service developed to help marketers achieve effective business outcomes from their digital media campaigns by delivering measurable performance improvements over current baselines.

Through Essence Global Ventures, the agency said that it will further develop and incubate marketing technology products that use predictive data signals and automation to improve business performance, customer experience and brand governance for companies. Similar to Essence Media Health Check and Essence Data Health Check, these solutions will be commercialised and deployed across APAC and globally via Essence’s network of offices.

Vincent Niou (pictured above), vice president, data strategy, APAC, Essence, said that data has “never been more integral to more aspects of marketers’ businesses, but the space has never been more confusing and uncertain”. He also added that with the new offering, Essence will be able to help marketers navigate these shifts, while applying its “best practices to drive campaign impact and business growth from their audience data, as well as provide the best possible brand experience for their customers across both paid and owned channels”.

Shane Dewar (pictured above), vice president, advertising operations, APAC, Essence, explained that along with consumer sentiment, public policy and the advertising industry as a whole are “moving towards an ecosystem that puts privacy at the forefront of how it operates”. Brands and advertisers will be challenged to ensure that the people, processes and tools they have are capable of navigating the new privacy-first world, said Dewar. He also added that the Essence Data Health Check is designed to help marketers “evaluate what they are doing well in, provide a roadmap to improve their data strategy, and enable brands to achieve their goals”.

Kunal Guha (pictured above), executive vice president, Essence, who oversees the strategic direction and delivery of Essence Global Ventures’ research and development efforts, said that the new offering seeks to “underpin the foundations for this privacy-first world, where the ethical compass on consumers’ data is paramount”. He added: “Through Essence Global Ventures, it is our ambition to continually innovate solutions that will ensure marketers globally can lead with new strategic advantages, today and in the future.”

Earlier in June, Essence appointed Magda Wolder as head of experience, APAC to lead the agency’s creative, content innovation and studio capabilities in the region, in order to create data-driven creative innovation for Essence’s clients.  The agency said then that it envisions Wolder's team will continue to incubate and develop next-generation, privacy-compliant personalised creative experiences through Essence Global Ventures. 

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