SapientNitro hires data and insights lead

SapientNitro, part of Publicis.Sapient, has hired Steve Tracy as the newly appointed data and insights lead at SapientNitro Southeast Asia.Tracy reports directly into SapientNitro’s head of strategy for Southeast Asia, Melanie Cook. In his role, he will work across a variety of the agency’s key clients leveraging the right data and resources to help clients be responsive to technology, behaviours, and needs through optimisation.He was previously Asia Pacific insights and analytics lead at Waggener Edstrom where he led the digital analysts and researchers team.“It’s a content-driven world in marketing, and these worlds have the people we want to engage at their centre. Each interaction is driven by data intelligence, where delight is enabled by deep technology integration. Every interaction leads people closer to buying or buying into the brand,” said Cook.Tracy (pictured) added: “Utilising data to optimise a customer experience is essential and brands can no longer survive without a capacity to test, fail, and optimise as fast as possible. Performance optimisation is not just about finding the right software to run tests. It requires the right balance of people, technology, and best practice to be effective.”