Duncan Channon has reorganized its data and analytics, digital and search offerings into a single department it’s calling its Data + Tech practice. The reorganization is designed to better evaluate campaign performance.
With the move the San Francisco-based ad agency also unveiled a new analytics tool dubbed the Table, designed to provide clients with rapid insight on campaign performance and to inform creative and media approaches.
A year in the making, the agency worked with consultant mdrk Partners to build the tool which is built on the Google Cloud Platform. It offers an automated pipeline that meshes online and offline data across social platforms, ad servers, DSPs, search, and video, as well as clients’ first-party research and 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.
“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.
Leading the reorganized unit is Madelaine Robinson who has been promoted to group director, communications and data integration. She reports to Stein.
The agency has hired Rob Griffin as associated director, analytics and insights. Previously Griffin served as Analytics Lead, Data and Performance at Seattle-area agency Media Plus.