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WPP AUNZ opens analytics division to bolster consulting offering

Holding group WPP AUNZ has launched an analytics division which aims to bolster the groups’ consulting offering.

Fronted by WPP AUNZ’s chief data scientist Rob Pardini, the new division aims to leverage all the data sets available throughout WPP AUNZ and its media buying group.

Rob Pardini will become the managing partner of WPP AUNZ Analytics

Pardini, who will become a managing partner of WPP AUNZ Analytics, said in a statement: “Within WPP AUNZ we have the richest consumer research and media consumption data in the country.

“By pairing our owned data and know-how with transactions data from our partners, we have deeper insight into what Aussies think and feel, and how they act and transact, than anyone else.”

Pardini said the analytics arm aims to offer clients a different perspective on the customer experience journey.

“By connecting the consumer research, digital, media and transactions data at our disposal, we have unparalleled visibility on the purchase decision-making process, and how to get people to open their wallets,” he added.

The new division has been launched nine months after the holding company opened its consulting arm, WPP AUNZ Consulting.

Caspar Wright, managing partner of WPP AUNZ Consulting, said: “WPP Consulting’s mission is to deliver breakthrough growth strategies based on deep understanding of how consumers actually think and behave, and in a world of big data, that means analytics. We’re excited to collaborate with WPP AUNZ Analytics to bring better strategic solutions to our clients.”

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