Waggener Edstrom launches data analytics tool

PR agency Waggener Edstrom has launched a data insights tool in Asia.

The announcement:

SINGAPORE — January 15, 2013 — Integrated communications agency Waggener Edstrom (WE)’s digital and mobile innovation services division, Studio D, has launched a new integrated digital communications and marketing solution for Asian markets.

Organizations can achieve greater business impact by connecting to their audiences with valuable content in a targeted, non-invasive, and integrated manner. Known as Connected Content, the APAC solution taps into the agency’s expertise in identifying consumer and brand insights and through the use of digital analytics, creates a map that outlines how audiences interact with certain brand messaging across any channel today.

Connected Content maps are created using a range of digital consumer data points such as behavioral triggers, audience demographics, most resonant content formats, relevant channels and influencers across online and offline channels.

The maps form the basis for developing multi-channel brand engagement strategies that allow businesses to determine where their messages will resonate most directly in order to drive toward a specific business outcome. Using inbound and outbound content marketing tactics across earned, owned, and paid media, Connected Content strategies are measured using business impact metrics.

“We believe that content strategy must be connected and relate to how consumers consume brands and make decisions. To maximize ROI, content strategies must be linked to outcomes that are fully measureable,” said Zaheer Nooruddin, the agency’s Asia-Pacific lead at Studio D.

Once a company’s Connected Content strategy is developed, it can be implemented and measured in real-time by Studio D. Content is developed and managed by the agency, and optimized with ongoing performance measurement.

“Rich content that maps to how consumers want to interact with brands – across multiple channels – creates and re-enforces advocacy, trust, and loyalty today,” added Nooruddin. “Connected Content creates brand advocates, captures leads and converts them into buyers, and keeps customers loyal. Content should deliver financial value to a company as well as create value for consumers.”

“Today there isn’t any single channel, however influential – from a media article to a social media page to an ad – that can, by itself, make a consumer decide,” stated Matthew Lackie, Asia-Pacific Senior Vice President at Waggener Edstrom.

Lackie added, “Connecting all of an organization’s content to a unified brand storytelling narrative, and equally using the power of insight, to how information about brands is actually consumed today – in the least intrusive, most respectful and collaborative manner – is critical to the business impact of communications today.”

WE serves clients across the Consumer, Corporate, Healthcare, Technology and Social Innovation sectors. In Asia-Pacific, the agency’s portfolio includes 7-Eleven, Akamai Technologies, HTC, Jetstar, Johns Hopkins Singapore, MediaTek, Microsoft, Pirelli Tyres, Unilever, and Zuji.

Source: press release


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