NEWS18 August 2021

Essence launches data tool

Asia Pacific Data analytics Media New business News

SINGAPORE – Global data and media agency Essence, part of media investment firm GroupM, has launched a data health check service to support companies’ data strategies.

Kunal Guha

Essence Data Health Check was developed through Essence Global Ventures, a Singapore-based innovation, research and development hub run by Essence.

The data health check is designed to support digital marketing transformation and business growth, as well as using analysis of user sentiment, regulations and technology to help companies understand how to use their audience data and improve consumer brand experience.

The tool also provides recommendations to improve data-driven paid and owned marketing activities, and to review data collection, usage and audience management.

Essence Data Health Check follows the company’s release of its Media Health Check at the beginning of 2021.

Kunal Guha (pictured), executive vice-president of Essence, said: “We are now at the dawn of a new era of marketing – one that is defined by consumers’ expectations around their data and privacy, and an industry looking to bring more personalised experiences to their consumers.

“Essence Data Health Check will underpin the foundations for this privacy-first world, where the ethical compass on consumers’ data is paramount.”