The tool provides integrated data analysis on Online and Offline media spends, Gross Rating Points (GRP), and Impressions in an automated manner.
The media analysis tools available to planners are limited to API (Application Programming Interface) integration, requiring them to manually seek data from multiple sources. To address this issue, dentsu India has unveiled the Dentsu Intelligence Dashboard (DID) – an industry-first competitive media insight tool that enables planners and clients to quickly understand the latest competitor data and expedite the decision-making process. The tool provides integrated data analysis on Online and Offline media spends, Gross Rating Points (GRP), and Impressions in an automated manner.
The Dentsu Intelligence Dashboard has been created in association with the network’s existing partnerships with industry-syndicated sources and is equipped to aggregate & transform data from varied media channels on a single platform Through this tool, dentsu aims to ease the process by offering consolidated data, views with its digital data, and automated PPT functionality. Furthermore, it gives media planners the flexibility to customise their search across levels using its dynamic features of selecting sectors, categories, brands, advertisers, etc. Additionally, the tool also offers a holistic view of data analysis from across platforms like TV, Print, Digital, and Radio.
Commenting on the tool launch Anita Kotwani, CEO Media, South Asia, denstu said, “At dentsu, we are on a journey that requires us to compete with ourselves. Our determination to break our records ensures that we invest in building one-of-its-kind cutting-edge solutions for our clients. The tool is certainly a game changer & one-stop go-to for our clients. Media pulls a massive chunk of financial budgets for every brand and the slightest deviation in seeking the true picture could ruin all their efforts. Dentsu Intelligence Dashboard simplistically offers data insights that are accurately curated in an easy-to-understand format and save resources. The launch of this tool is just the beginning of the many firsts that we are working towards.” It is pertinent to note here that the tool will further enhance dentsu India's ability to enable clients with access to the latest GRPs information regardless of the category or brand.
Bhasker Jaiswal, chief operating officer, Media, dentsu India added, “We believe in upgrading our practices to best serve our clients and people. Dentsu Intelligence Dashboard is also proof of our commitment to contributing to the industry at large. The first-ever tool in the market that integrates data from multiple data sources, alleviates the workload and enables better focus on strategising. It goes way beyond a simple dashboard and gives planners/clients a readymade competitive overview for Digital as well as TV GRPs which will certainly make it a must-have for all brands.”
Pankaj Bhatlawande, vice president - Media Analytics, Media, dentsu India commented, “Built on scalable architecture and powered by new-age technologies, the Dentsu Intelligence Dashboard will deliver unparalleled competitive intelligence to media planners. Using serverless technologies like BigQuery enabled data transformation of RLD data, and GRP calculations at scale and reliability. We are certain of this being a game-changer which will elevate marketing strategies to newer heights and redefine business approaches in this digital age.”