Enero hatches data division
Enero Data Sciences Unit boss Andy Bateman
Sydney-based marketing communications group Enero – formerly Photon – has launched a data division called Enero Data Sciences Unit.
The new unit will draw on data resources from Enero’s existing assets in communications planning, decision support and CRM.
It will be staffed by 20 data analytics specialists from Enero agencies BMF, Naked Communications and The Leading Edge, and will be based out of TLE’s Surry Hills office.
TLE’s global CEO Andy Bateman will run the unit, which begins life in Australia and the UK and will be rolled out in Brazil and the US later this year.
Enero group CEO Matthew Melhuish said in a press release: “Clients are always looking for ways to gain advantage and it’s clear that data will play a huge and growing role in marketing moving forward.”
“The challenge most clients have today is while they may have lots of data, there is not enough advantage or real meaning being gained from it to drive decision making in the marketing context. Our team understands how to frame data driven insights in ways that marketers can use to quickly and effectively drive results,” he said.
“We already have 20 very talented folk working in this space across the group and it made a great deal of sense to bring them together to accelerate learning and allow them to deploy as one team on any given project. We are prioritizing this area and looking to grow the team rapidly”.
Bateman added: “An average smartphone loaded with social apps is collecting real time location, sentiment and usage data. Our computers and tablets are capturing consumption and browsing habits as well as transactions.”
“Retailers and our credit cards capture what we buy. How and where we travel is increasingly monitored by sensors, while customer service centers capture how we feel and what we need. That’s all great, but the crucial part is extracting the power of the data to help drive competitive advantage,” he said.
