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Agencies in Asia-Pacific are going for the science of data. Why?
Data-driven marketing has led to creative, digital media, mobile and marketing agencies in Asia Pacific to hire more data scientists, build in-house data science teams and acquire companies that specialise in data science.
Many agency heads and marketers feel that it would be silly to ignore data science. All that is well but is it easy to get access to data? According to one agency head, “If you don’t have a strong partnership with your client, it’s going to be difficult to get hold of meaningful amounts of data or at least have a strong enough partnership to be able to collaborate with their internal data team.”
Brands like Cisco Systems also see the value in having in-house data science teams because it is moving more of its marketing to digital. And it is the Asia-Pacific region that is seeing much of the action as more and more data science companies set up shop there. For instance, French software developer Dataiku Inc, which owns predictive analytics software platform Data Science Studio, announced its intention to accelerate its expansion in this region.
Put simply, data science allows agencies to properly understand audiences and the media channels they dwell in.