GroupM’s Essence sets up analytics hub in India
GroupM’s Essence analytics hub will serve as an R&D centre for work in mobile analytics, machine learning, social data mining and customer analytics
New Delhi: Almost a year after launching operations in India, GroupM’s digital media agency Essence has announced the launch of its global analytics hub in Delhi.
Apart from focusing on campaign analytics, the unit will serve as a research and development centre for work in mobile analytics, machine learning, social data mining and customer analytics.
“Launching the global analytics hub is a step in right direction and it supports Essence’s continued commitment to providing clients with superior, data-driven solutions. Investment in sound strategic solutions, advanced analytics and cutting-edge technology will be paramount to the success of the initiative,” said Qianqian Wu, global director of the hub, in a statement.
The newly opened hub will work closely with the agency’s analytics team in driving innovation and overall operational excellence. Currently, Wu is planning to make several key senior hiring to strengthen the India team.
“Opening the hub is critical in driving future readiness and growth for Essence in the analytics space globally, we have carefully chosen India for establishing the global hub given the progressive ecosystem of talent and technology available in India,” said Anant Mathur, global head of analytics for Essence.
Known as Google’s agency on record, Essence Digital was acquired by GroupM in 2015, making it the fifth agency of the group globally. Essence is a pure-play digital agency with focus on performance marketing. Its clients include Dutch dairy company FrieslandCampina, UK’s network operator Tesco Mobile and the Financial Times, among others. With over 650 people, it manages over $1 billion in media spend and deploys campaigns in 71 markets across Chicago, Delhi, London, New York, San Francisco, Seattle, Shanghai, Singapore, Sydney and Tokyo.