Dentsu Data Labs (DDL) is marketing technology and consultancy at its best. We chatted with Jaco Lintvelt, Managing Director of DDL, about how this channel will create closer relationships between brands and consumers
Q: What is Dentsu Data Labs?
Jaco Lintvelt (JL): We are a dedicated team within Dentsu SSA that is helping clients navigate the complex world of data, marketing technologies and analytics to help them make informed decisions across their entire marketing and media functions every day.
Q: Can you explain the process?
(JL): We combine our Dentsu data-driven and technology-enabled strategy with an ideas-led and people-focused approach. This gives us the insight and understanding to create unique and differentiated solutions, which underpin the decision-making of clients, helping them to identify, reach, understand, retain and grow their customer base.
Q: Why have you included ‘Labs’ in the name?
(JL): The ‘Labs’ portion is very important, as we have a team of dedicated data scientists and data engineers that are modelling the available data in innovative ways to be able to find very specific consumer insights.
Q: How does DDL cover data intelligence, consultancy and marketing technology?
(JL): We believe decision-making should be based on knowledge, facts, relevant information and structured data that’s easily accessible across the organisation. This should be arranged in an integrated way so that there are benefits for all members of the advertising team within a brand.
Q: Take us through the way in which you help clients.
(JL): There are 4 main touchpoints:
- Audience Intelligence: We are obsessed with understanding people and culture.
- Data and Technology Solutions: Without technology, there are simply too many touchpoints to analyse, so we investigate how we can bring the right technology to a client’s marketing team.
- Customer Engagement Strategies: It’s important to examine the consumer brand experience and to determine if that interaction is growing the business and the brand’s bottom line.
- Marketing Effectiveness and Attribution: Here we examine what is working, what isn’t and how we can change market segmentation, media buying channels and content to be more effective.
Q: You’ve talked about building a ‘Golden Profile’ of a user. Can you explain what that is?
(JL): The real power of our solution lies in building one consistent identity for a brand’s consumer across all their touchpoints. The insight we can derive from this user profile is not only better for short-term targeting, but it also provides long-term value for the client, as this gives them the opportunity to move the consumer through the different phases in the consumer journey.
Q: How will DDL bring customers and brands closer?
(JL): The way companies integrate data into their strategy is going to be one of the most important competitive factors in the future, so I think executive teams need to take data intelligence seriously.
The entire premise for effective advertising and marketing is built on relevance. At DDL, we help the creative line of the business, as well as the media line of the business, to be as relevant as possible when they are communicating with consumers.
Q: What is the significance of this launch at a time when consumers and brands are relying heavily on technology to help them navigate the COVID-19 pandemic?
(JL): It’s not the easiest time to launch a business, but what we have seen is that COVID-19 has been a great equaliser across industries and brands. Clients need to win in every aspect of their business and the battleground is the online customer experience. Whether a brand can live up to a consumer’s expectations is the great test. We believe that data and technology should work together to deliver a superior customer experience, and we’re able to provide a full service aligned with that philosophy.