As featured in as featured in MediaPost and LBB Online, DC launched a Data + Tech practice with new leadership and a roll out of a proprietary analytics tool called the Table™, offering clients rapid insight on integrated campaign performance and data-driven insights to better inform creative and media.
The Data + Tech practice unifies data and analytics, digital and search in one department to evaluate performance and optimize client campaigns – as well as deliver faster, deeper insights to clients and internal teams. The Table™ tool represents a significant investment by Duncan Channon in data and analytics to create data efficiencies, better demonstrate ROI to clients, and source insights that drive results.
Engineered over 12 months in collaboration with data analytics consultancy mdrk Partners and built on Google Cloud Platform, the Table™ offers an automated pipeline that harmonizes online and offline data across social platforms, ad servers, DSPs, search, and video, as well as clients’ first-party research and any other data sources that provide consumer insights. The technology allows teams and clients to access customized dashboards that can deliver a daily snapshot of integrated campaign performance. Rapid access to data and digestible visualizations make it easier and faster to optimize and prioritize creative assets, messages and media investments, as well as have collaborative conversations about how to make campaign media spend work harder.
“Today, the Table™ delivers rapid, accurate multi-channel performance evaluation that gives the agency new agility in optimizing the performance of our campaigns. Our long-term vision is about creative impact. We invested in this technology because we believe data and empathy must work together on the front-end to create the most insightful creative approaches for clients,” said Gary Stein, Chief integration officer, Duncan Channon. “We plan to make data digestible and visual so team members across strategy, creative and media can ultimately meet around a table to collaborate on consumer insights and ideas for clients.