News & Views

  • 21 Feb Bringing the Science to Global Marketing Budgets

    by PAUL DYSON, Founder, Data2Decisions UK    The development of the internet has given brands many new and different ways to reach consumers, as well as the opportunity to sell to them globally – contributing to a growth in global brands.   This has also......

  • 03 Feb “How cheap can you buy my media?” – and why it doesn’t matter

    by JOHN PERELLA, Managing Partner, Data2Decisions APAC for Campaign    John Perella leads our regional business across multiple markets in APAC.  Over the last couple of years he has contributed to many APAC wide and single market tenders as part of the Dentsu Aegis Network,......

  • 13 Jul Data2Decisions expands to Japan

    Data2Decisions continues to build global scale this month with the opening of a new office in Japan. Led by Managing Partner Hirofumi Hamaguchi (featured third from left), the new office extends Data2Decisions’ coverage in APAC which includes Australia and Singapore, and grows the brand’s global network to......

  • 13 Jun Monster appoints Data2Decisions as analytics partner

    Data2Decisions UK, Dentsu Aegis Network’s global marketing effectiveness consultancy, has been appointed by the global recruitment platform Monster, as its analytics partner in Europe following a competitive pitch process.   Monster will be utilising Data2Decisions’ data analytics framework Total Attribution which provides a holistic approach......

  • 10 Jun Lucky 13: Katherine Munford, UK MD talks to M&M Global

    Katherine Munford is Data2Decisions UK’s Managing Director. Speaking with M&M Global, she says she’s looking for collaborative, forward thinking and brave clients. Read more of her interview here.    ...

  • 27 Apr Unlocking China’s forgotten cities

    by JOHN PERELLA, Managing Partner, Data2Decisions APAC for Digital Market Asia    Chinese CPG brand we’ve worked with has historically generated about half of its revenues from cities that only contain about 20 per cent of the population. Roughly speaking, that’s Tier 1 and 2 cities.......

  • 13 Apr Five Ways to Maximise Your ROI Through Better Data Handling

    by KATHERINE MUNFORD, Managing Director, Data2Decisions UK   Harnessing data in the digital economy is a hot topic for marketers, but it can also be a significant challenge. With endless data streams available and significant investment required, setting out on a data journey can be a......

  • 04 Apr Digital Attribution Isn’t Enough: Q&A with Paul Dyson

    by Lindsay Rowntree, ExchangeWire   Attribution modelling is a powerful tool for measuring marketing channel effectiveness and ensuring channels further up the purchase funnel are given credit for their contribution. However, argues PAUL DYSON (pictured below), founder, Data2Decisions, marketing goes beyond online; and the holy grail......

  • 29 Jan The Human Touch Will Lead Us Out of the Ad Fraud Storm

    by DAVID HARTLEY, Product Innovation Director, Data2Decisions UK   Last week, the Association of National Advertisers (ANA) and White Ops, a leading digital ad fraud detection and prevention service, put out its annual study on digital bot fraud, which estimated a $7.2 billion loss for advertisers. Whilst......

  • 30 Sep Marketing for good is good long-term marketing

    By   KARL WEAVER, former CEO of Data2Decisions, for Marketing Magazine   Most companies say they would sacrifice a chunk of this year’s margin for a chance of substantially increased profits in 10 years’ time. It makes sense. But do they actually know how to do......

  • 29 Sep CSR: ‘A little goes a long way’

    Throughout September, Data2Decisions ran “A little goes a long way”: a month-long campaign to show how a small step can make a big difference to people in our local community and the environment. “A little goes a long way” consisted of three bite-size initiatives that......

  • 10 Aug The New Big Bang Theory: Data, creativity and technology collide

    By  KARL WEAVER, former CEO of Data2Decisions, a guest blog for Warc   Change is a good thing. It forces us to think differently and re-establish the norms we take for granted. For the creative industry, data and technology has been an explosive catalyst for......

  • 10 Jul Data headache? Try Total Attribution to take the pain away

    By KARL WEAVER, former CEO, Data2Decisions   We all know the story: the consumer journey has become extremely complex and the mountains of data now available to us often make things worse, not better. And whilst I’m not the first to highlight the importance of......

  • 04 Jul Data2Decisions launches in Australia

    Data2Decisions, the global marketing effectiveness consultancy, has launched in Australia and will be managed in this market by Dentsu Aegis Network’s newly appointed Managing Director of Research, Data and Analytics, Clare Fernando.   Data2Decisions uses data, analytics and technology to help clients make more effective......

  • 25 Jun Sustainable business – why brands need a purpose

    Purpose is emerging as one of our industry’s hottest topics and greatest challenges as we strive to better engage an increasingly discerning consumer. At Cannes Lions this year, everyone from Jamie Oliver to Pharrell Williams said unwavering purpose or intention was key to their success. Celebrities, non-profits and......

  • 02 May Cannes Lions changes but can creativity be liberated by data?

    By KARL WEAVER, former CEO, Data2Decisions   This year I’m really excited to be involved in the Cannes Advertising Festival as an advisor for the Creative Effectiveness Lions and also on a WARC panel talking about how creative effectiveness is changing.   Interestingly the Cannes......

  • 26 Apr New approach connects online and offline media evaluation

    Data2Decisions has announced the launch of a new modelling approach, Total Attribution, across its global network to measure and optimise all media and quantify how media influences the consumer journey to drive sales.Total Attribution allows Data2Decisions to rigorously evaluate the whole media mix and help......

  • 02 Aug Data2Decisions launches in Spain

    Data2Decisions has officially launched in Spain, one of many new offices opened this year as part of its global expansion.   After joining Dentsu Aegis Network in 2012, Data2Decisions has focused on internationalising the business to provide marketing effectiveness expertise on a global scale. Data2Decisions,......