In a bid to sharpen its hyper-targeting capabilities, Dentsu is teaming with AI-driven banking technology platform Goals101 Data Solutions.
The partnership includes both a capital investment and business alliance.
Goals, based in New Delhi, India, leverages anonymized transaction data held by banks, allowing brands to hyper-target their offers and communications to a bank’s customers. The communications are sent via the bank’s communication channels, such as websites, email newsletters, and smartphone applications.
Dentsu -- via a strategic partnership agreement with Goals -- will take the platform to clients across multiple markets, starting with India.
The two companies will co-develop marketing solutions using Goals101’s AI and data technology and provide brands with what the partners say will be more sophisticated solutions.
Prior to the investment, Dentsu did testing on the Goals platform and came away believing marketing performance was significantly improved by linking its own marketing data to the Goals101 platform.
Based on this “proof,” the companies plan to steadily expand their partnership worldwide.