Global Data Analytics - Ogilvy & Matherassets.ogilvy.com/truffles_email/global-data-analytics/Global_Data... · ART: OM_Ogilvy_K.ai (Up to Date) Global Data & Analytics Ogilvy & Mather

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Global Data & Analytics

Ogilvy & Mather

Turning data into action

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Contents

Who we are 3

Our team 3

What we do 4

Who we work with 7

Who we work for 8

How we engage 8

Our people 9

Contact us 15

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Who we are Ogilvy & Mather provides world-class data and analytics services, resulting in more ef fective marketing solutions that deliver superior returns for our clients.

As stewards of accountability, Ogilvy’s Data & Analytics Practice provides the quantitative expertise that enables our clients to achieve optimal ROI. We also transform data into powerful marketing insights.

Our team Ogilvy’s Data & Analytics Practice has grown exponentially in the last five years. This growth is mainly driven by our clients’ increased focus on accountability and effectiveness. But it also springs from the incredible amount of data available to us, which we’ve used to become much more precise in terms of measurement and optimization.

Ogilvy’s focus on data and analytics goes back to our founder, David Ogilvy, who never stopped stressing the importance of results and accountability. “We sell or else...,” he famously said. He loved the accountability of direct marketing and the discipline of testing. As a result, Ogilvy has had a Data & Analytics Practice for more than 20 years. This group is now one of the largest and most sophisticated in the industry, with over 250 analytics staff worldwide, with hubs in New York, Singapore, Beijing, São Paulo, London, Paris and Frankfurt.

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What we doOgilvy’s Data & Analytics Practice turns data into increased: Accountability: Data provides a holistic view of marketing investment and return across

all channels, segments and time frames. Insight: Data reveals what consumers think, feel and do. Creativity: Data fuels great creative work.

Action: Data results in action, rather than distraction.

250+ global analytics staFF, 40+ global oFFices

We achieve data-driven accountability, insight, creativity and action through four key capabilities: Measurement We help our clients define key performance indicators, develop measurement plans, and design the appropriate measurement and reporting infrastructure that allows for ongoing tracking and action planning. We put marketing dashboards at the center of every client engagement. Our customized dashboards provide decision makers with real-time access to the data and knowledge required to make continuous optimization decisions.

Optimization Once we know what works, we help our clients improve the effectiveness of their marketing efforts through ongoing analysis and optimization. We do this at both the micro and the macro level. This can include the optimization of e-mail templates or landing pages, but it can also involve optimizing the entire marketing budget by reallocating it by market segment, geography, product line, marketing task, program and medium. This often involves building marketing mix models and complex scenario planning tools that enable our clients to assess the impact of marketing investment decisions on their bottom line. Insights We use quantitative techniques to mine the traces customers leave behind in databases or online when they interact with brands. This allows us to build targeting, segmentation and predictive models that help us identify and prioritize who the most valuable targets are. From there, we are able to use these insights to help tailor communications to these customers.

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Reporting

Measurement

Dashboards

Measurement

Segmentation

Behavioral Targeting

Predictive Modeling

Quantitative Research

Insights

Testing

ROI Analysis

Investment Planning

Marketing Investment Modeling

Optimization

Data Audit

Data Strategy

Database Engineering

Database Hosting

Data Planning

Data planning Data planners define, shape, manage and integrate the components of the overall data strategy. Data planning is essential to driving effectiveness, and by cementing business and marketing objectives with data analysis outputs, it ensures that insights are relevant and commercially applicable to the overall marketing strategy. Data planning helps direct, share and leverage analytic insights in order to assemble sound business cases and present results that demonstrate proven marketing efficiencies.

Who we work withWe work with a very broad range of analytical tools and platforms. These include traditional statistical packages such as SPSS and SAS; business intelligence platforms like Cognos and Business Objects; social analytics software, including Visible Technologies, Radian6 and TNS Cymfony; and all major web analytics packages like Omniture, Webtrends and Coremetrics.

RepoRting & AnAlysis

sociAl AnAlytics

econometRic modeling

online ReseARch

Web AnAlytics

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Who we work for Here is a sample of the clients that Ogilvy’s Global Data & Analytics Practice works with.

How we engage We operate under several service models to ensure maximum flexibility and efficiency, including:

On-site service: Ogilvy analysts work on-site with our clients as part of one virtual team.

Remote service: We can directly access our clients’ data and systems in-house.

Data service: We can build, host and manage marketing databases within Ogilvy’s secure environment, while also providing secure remote access for our clients.

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Our people

Dimitri MaexHead of Global Data & Analytics Practice Marketing Director, Ogilvy Consulting North America

Dimitri is the head of Ogilvy’s Global Data & Analytics Practice, which makes him responsible for developing Ogilvy’s data and analytics offering worldwide. He also manages Ogilvy’s Consulting Group in North America. This group consists of approximately 100 consultants across Ogilvy’s CRM, Analytics, and Business Planning Practices.

He joined OgilvyOne Brussels in 1998 and worked in the London and San Francisco offices before moving to New York in 2005. Born and raised in Antwerp, Belgium, Dimitri studied econometrics at the University of Antwerp and got an MBA at the Xavier Institute of Management in Bhubaneswar, India. He blogs with his colleague Colin Mitchell on www.thedoublethink.com.

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Rhian WoodsHead of Analytics OgilvyOne London

Rhian has spent the last 15 years of her career working in the data, analytics, and customer insight disciplines. Having worked both agency and supplier side, she’s helped many clients in an array of industry sectors — including retail, financial services, telecommunications, online gaming, and travel — to gain the most value from their data through improved insights into their customers.

Her focus is on identifying practical quick-wins, solving specific business challenges, and gaining positive results for clients that impact financial targets in the immediate term.

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Martin FeldkircherHead of Analytics OgilvyBrains Frankfurt, Germany

Martin began his career as research assistant at the Mannheimer Centre for European Social Research, Germany (MZES). After a short engagement at Blue Mars Data, he joined OgilvyOne in 1999. As a Data Analyst, he provided consumer insight and analytical services to a broad range of clients, including Unilever, Daimler, SAP, and mobilkom. Besides working on various targeting and segmentation projects, he developed a business case methodology for Daimler. In 2003, Martin became Senior Consultant — first at OgilvyOne and later at OgilvyBrains, the consulting unit of Ogilvy Germany. This role made him responsible for various analysis and measurement projects within Ogilvy’s CRM consultancy. Since 2007, Martin has been Head of Marketing Analytics at OgilvyBrains, responsible for a small team of analysts.



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Lucy McCabeLead Consultant OgilvyOne Singapore

Lucy began her marketing career in the U.K. with Vodafone, where she was responsible for launching the first-ever e-mail-to-pager service. She then moved to Singapore in 2001 and joined Ogilvy. As Lead Consultant at OgilvyOne Singapore, Lucy led a team that delivered strategic, data-driven marketing consultancy to clients.

Lucy has delivered innovative solutions for brands such as American Express, Cisco, Diageo, Ericsson, IBM, Levi Strauss, Pernod Ricard, and Singtel.

After an interlude as managing director at Rapp Collins Singapore, Lucy returned to OgilvyOne in 2008, where she now leads the Consulting Practice. Lucy is the author of Can Brands Have a Social Life: A Study of Social Media in Asia.

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Carol LeeVice President, Consulting OgilvyOne China

Carol began her career in 1992 with Ogilvy Taiwan, where she provided data analysis service and built marketing databases for various clients. It was there that she helped the company build the largest call center in Taiwan. In 2000, she became the Vice President of OgilvyOne Taiwan and provided one-to-one/CRM consulting for Amway, Nestlé, Nokia, Taiwan Mobile, Allianze, Lancôme, eBay, and many others.

In 2006, Carol joined OgilvyOne Beijing as a Managing Partner charged with leading and strengthening the OgilvyOne China consulting team. The following year, she became Vice President of OgilvyOne China, a position that she maintains today.

Carol brings 18 years’ experience in database marketing and CRM, making her an industry thought leader in strategy, CRM/digital, analytics, and technology.



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William AdeneyData & Analytics Practice Lead OgilvyOne Singapore

Will began his career in data analysis and database marketing in 1988. Since then, he has headed up a number of data practices at well-known agencies, including Tequila/TBWA and RMG Connect/JWT, and was data planning partner at Tequila London. It was at these agencies that he was able to follow his passion for database marketing and hone his skills in building CRM systems and advanced data modeling.

Originally earning his spurs at CACI Information Services in the U.K., Will specialized there in retail and leisure direct marketing. After winning several DMA awards in the innovative use of lifestyle data, he was asked to be a DMA Awards judge in 2000. Prior to joining OgilvyOne, Will moved client-side in 2003, when he joined O2 U.K. and later Mercedes-Benz. He later rejoined agency life as the Data Practice Lead Consultant for OgilvyOne Singapore.

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Contact us To get more information on our services, tools, and case studies, please contact us directly at:

[email protected] 212-237-7000636 11th AvenueNew York, NY 10036

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Global Data Analytics - Ogilvy & Matherassets.ogilvy.com/truffles_email/global-data-analytics/Global_Data... · ART: OM_Ogilvy_K.ai (Up to Date) Global Data & Analytics Ogilvy & Mather