Enero Data Sciences Unit initially launches in Australia and the UK and then will be rolled out in Brazil and US over the year.

The unit will focus on how combinations of data sets can create greater opportunities across its clients’ businesses including driving their sales, marketing, business efficiency, product development and customer service programs.

Andy Bateman, global CEO of TLE, will head the unit, adding the role to his existing duties. The Data Sciences leadership team includes TLE’s Paul Sinkinson, BMF’s Rob Chandler and Naked’s Scott Thomson and the team will be based out of TLE’s Surrey Hills office.

Initial projects for Enero Data Sciences include CRM, communications planning and decision support analytics for clients including Coca-Cola and Luxottica.

Bateman said the Data Science Unit was created out of client demands to leverage the exponential rise in the amount of data captured.

He commented: “Our computers and tablets are capturing consumption and browsing habits as well as transactions. Retailers and our credit cards capture what we buy. How and where we travel is increasingly monitored by sensors, while customer service centers capture how we feel and what we need. That’s all great, but the crucial part is extracting the power of the data to help drive competitive advantage.”