New Insight Tool and Team for Ad Firm Duncan Channon

In California, independent creative agency Duncan Channon has formed a Data + Tech practice, to be led by Madelaine Robinson; and is rolling out a proprietary analytics tool called the Table, promising rapid campaign performance insight and help with optimising creative.

Robinson (pictured) is promoted to Group Director, Communications and Data Integration, leading a team of eight, and will oversee the rollout and customization of the Table for clients, starting with insurance client Covered California. She reports to Chief Integration Officer, Gary Stein. Meanwhile Rob Griffin, who joined in April this year from Seattle-area agency Media Plus and has since been working on development of the Table, will serve as AD, Analytics and Insights. He now takes responsibility for customizing and optimizing the dashboards both for client and internal use.

The new practice will combine expertise in data and analytics, digital and search in order to help clients evaluate performance and optimize campaigns - it will also provide rapid insights for internal teams. The firm says the Table 'represents a significant investment' and has been developed over the last twelve months in collaboration with data analytics consultancy mdrk Partners. The tool provides an automated pipeline that harmonizes online and off-line data across social platforms, ad servers, DSPs, search, and video, as well as clients' first-party research and other relevant data sources. Customized dashboards provide users with a daily snapshot of integrated campaign performance.

Stein says of the launches: '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. We plan to make data digestible and visual so team members across strategy, creative and media can ultimately meet around a table to collaborate on consumer insights and ideas for clients. In their new roles, Madelaine and Rob will play an integral role in building a culture where insights drive bigger, bolder thinking'.

Headquartered in San Francisco, the firm is online at www.duncanchannon.com .