Dentsu Aegis Rolls Out Media Consumption Analysis Tool

In India, marcoms group Dentsu Aegis Network (DAN) has launched a tool called DAN Explore, which uses behavioral triggers and psychographic understanding to capture real-time audience consumption behavior across various media.

Designed by the firm's Data Sciences Division, DAN Explore examines differences in media consumption habits across TV, digital, out of home, mobile and other points in the consumer journey, to help marketers determine when, where and how best to reach their audiences.

Narayan Devanathan (pictured), Group Executive and Strategy Officer at Dentsu Brand Agencies, South Asia, comments: 'DAN Explore opens up countless ways to connect the dots precisely because it collects all kinds of dots about people and their lives. From passion points to brand and media consumption, from offline to online behavior, from individual to group affinities. In doing so, it does what data is supposed to do in the first place - help explore and find unexpected, inspiring insights'.

Web site: www.dentsuaegisnetwork.com .