Essence that represents GroupM’s global digital agency recently indicated its plan to focus on campaign analytics for global clients with the announcement of the launch of Global Analytics Hub in New Delhi. The establishment will also function as R&D center for work in mobile analytics, machine learning, social data mining, and customer analytics.

Qianqian Wu, Global Director, Digital Analytics Hub, Essence shared, “Launching the global analytics hub is a step in right direction. It supports Essence’s continued commitment to providing clients with superior, data-driven solutions.” Essence Digital was acquired by GroupM in 2015, from Google. A pure-play digital agency with focus on performance marketing, Essence’s clients include organizations such as Dutch dairy company FrieslandCampina, UK’s network operator Tesco Mobile, and the Financial Times, among others.

The initiative could only be considered a success, if it entails investment in sound strategic solutions, advanced analytics, and cutting-edge technology. The newly established unit will work in close association with the firm’s analytics team. This will help in driving innovation and overall operational excellence. Wu also has plans to expand the current team in India, besides making several key senior hires.

The newly established hub will be instrumental in driving future readiness and growth for Essence in the analytics space globally. Given the progressive ecosystem of talent and technology available in India, we are happy to have selected India as the global hub. “We recognize the increasing importance of creating innovative and high quality data and technology solutions,” concludes Anant Mathur, Global Head of Analytics, Essence.