March 28, 2018 | Campaign Asia - MullenLowe Group has launched a data-science and analytics unit for Asia-Pacific, based in Tokyo. The ‘centre of excellence’ aims to consolidate data services to offer comprehensive analytics beyond ROI measurement and support clients seeking digital transformation.
The unit will be led by Jonathan Hart, who was formerly vice-president of decision sciences at GSD&M in North America and prior to that spent 10 years at Accenture Analytics. GSD&M is credited with helping to build the Walmart and Southwest Airlines brands. Hart is supported by Chris Rogers, a data scientist who previously worked at Boeing, and a further staff of two in Tokyo.
The new unit will work in conjunction with CX and development centres in Sydney and Chengdu. It will take on some independent projects but is intended to function as part of MullenLowe’s activities for clients across the region.
Hart said he had found analytics solutions in agencies “very siloed” and focused on optimising individual campaigns rather than taking into account the bigger picture. He said this worked as a “distraction from better understanding the customer or enhancing the brand experience to be better engineered for the customer.”
“The class of analytics solutions in the agency environment is fundamentally different to other industries,” Hart said. “There’s quite a lot of traction from digital analytics but it’s rooted in direct response marketing. It tends to be arithmetic, not based on neural networks or the building blocks of AI.” More...