Singapore – Global data and measurement-driven media agency Essence has announced the launch of its newest consulting service called Essence Data Health Check, targeted to aid brands in getting value from collected audience data, which in turn can optimize business impact and consumer brand experience.
Said service was developed at the Singapore-based innovation, research and development hub Essence Global Ventures.
According to the agency, said service was built to be a strategic and tactical aid for marketers to accelerate their digital marketing transformation and business growth. In addition to helping brands navigate the seismic shifts in data, identity and privacy due to the confluence of changes in user sentiment, regulations and technology, the offering enables marketers to maximize value from their audience data and optimize consumer brand experience.
Furthermore, 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.
As part of its consultancy offerings, Essence Data Health Check provides a meticulous review of marketers’ technology stack, data collection setup, audience management approach and data deployment practice, along with actionable recommendations to increase the effectiveness of data-driven paid and owned marketing activities.
In terms of data review, this process 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.
For Vincent Niou, vice president for data strategy for APAC at Essence, their excitement with the launch of the Essence Data Health Check stems from the fact that data has never been more integral to more aspects of marketers’ businesses, but the space has never been more confusing and uncertain.
Meanwhile, Shane Dewar, vice president for advertising operations for APAC at Essence, commented, “With consumer sentiment, public policy and the advertising industry as a whole 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. 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 ultimately, enable brands to achieve their goals.”
The introduction of Essence Data Health Check follows the earlier launch of Essence Media Health Check, a consulting service developed to help marketers achieve effective business outcomes from their digital media campaigns by delivering measurable performance improvements over current baselines.
“We are now at the dawn of a new era of marketing – one that is defined by consumers’ expectations around their data and privacy, and an industry looking to bring more personalized experiences to their consumers. Essence Data Health Check will underpin the foundations for this privacy-first world, where the ethical compass on consumers’ data is paramount. 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,” said Kunal Guha, executive vice president at Essence.
