Agency network WPP AUNZ has launched its own analytics division to complement and enhance its consulting offering.
The division will be led by WPP AUNZ’s chief data scientist, Rob Pardini (pictured above), who will take on the role of managing partner for WPP AUNZ Analytics.
Pardini said WPP AUNZ Analytics enables its clients to leverage the full repertoire of data sets available through WPP AUNZ. It will also tap into credit card transactions and loyalty datasets through WPP’s new data partners, including Data Republic.
“Within WPP AUNZ, we have the richest consumer research and media consumption data in the country,” he said.
“By pairing our owned data and know-how with transactions data from our partners, we have deeper insight into what Aussies think and feel, and how they act and transact, than anyone else.”
Pardini added that WPP AUNZ Analytics would offer clients a unique perspective on the customer experience journey.
“By connecting the consumer research, digital, media and transactions data at our disposal, we have unparalleled visibility on the purchase decision-making process, and how to get people to open their wallets,” he said.
“This is invaluable for our clients and all the agencies within our group, who can now access this information more easily than ever before.”
WPP AUNZ Analytics will work in partnership with WPP AUNZ Consulting, as well as other operating companies within the WPP AUNZ group.
Caspar Wright, managing partner of WPP AUNZ Consulting, said: “WPP Consulting’s mission is to deliver breakthrough growth strategies based on deep understanding of how consumers actually think and behave, and in a world of big data, that means analytics.
“We’re excited to collaborate with WPP AUNZ Analytics to bring better strategic solutions to our clients.”
John Steedman, executive chairman of media investment management at WPP AUNZ, said: “The scale and breadth of WPP’s media investment and research operations is unrivalled.