O&M Opens Singapore Consumer Insights/Analytics Hub

WPP-owned marcoms network Ogilvy & Mather (O&M) has opened a 'Marketing Analytics Centre of Excellence' in Singapore, which it says will turn Pan-Asian consumer insights into customised, targeted and measurable marketing strategies.

The new 'hub' will tap into online and off-line consumer data for use in media analytics, marketing planning and campaign performance optimisation, supporting all functions across O&M - from traditional ATL advertising and PR to digital and social media marketing. It will service the Southeast Asia region, and has been developed as part of a partnership between O&M and the Singapore Economic Development Board (EDB).

Will Adeney (pictured), O&M's VP for Marketing Analytics in Asia-Pacific, comments: 'Marketers need much richer data in order to understand what makes consumers tick, not to mention the effectiveness of their marketing campaigns. Data analytics are very important, but only so far as they provide information on traffic, bounce rate and original visitors. We will be focused much more on data like business metrics, traffic, leads and sales, also what kinds of events or campaigns help turn visitors into consumers.'

Web sites: www.ogilvy.com .