AMMAN — The task of transforming data into
action has been driving considerable growth and innovation across each of
Menacom Jordan’s six integrated communication agencies, the group said in a statement
Monday.
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It said Menacom Jordan was “reaping major benefits
and clear, quantifiable outcomes for the group’s clients”.
It explained that companies and organizations across
the globe have been steadily increasing their investments in high-quality data
and analytics, a trend that shows no sign of abating, as a recent study showed
that 93 percent of companies claimed that they plan to continue building on
their investments in analytics and data.
“The potential for data to drive better business
decisions is enormous: in addition to offering insights into
market trends,
helping companies optimize their operations on all levels, and providing
glimpses into competitors’ operations, data can also help businesses target
customers in a much more intelligent, personalized manner,” according to the
statement.
“Essentially, the potential of data is limited only
by the ingenuity of how it’s used,” it added.
It said analytics’ tools and platforms “can be found
everywhere: they’re so prevalent, in fact, that it can be a challenge to decide
which ones are right for your business or operations: not all data is created
equal.”
“But while quality is obviously crucial, when you’re
dealing with data, quantity also matters a great deal: after all, larger data
sets will always yield more reliable figures and insights — and multiple data
sets will help paint a richer, more detailed picture of whatever market,
industry, or audience you’re seeking to understand,” it added.
For Menacom Jordan, the statement said the group’s
“integrated nature has helped widen and diversify its agencies’ access to
top-notch data and resources.”
“For example, when VMLY&R Amman invested in the
Global Web Index — a worldwide database of digital consumer data that offers
exceptionally rich market insights—the entire group was suddenly able to
leverage the knowledge gained from this database,” according to the statement.
It said: “For VMLY&R in particular, the
Global Web Index (GWI) has already proven to be a valuable investment: as a direct
result of the insights gleaned from it, the agency has been able to expand its
reach beyond the Kingdom’s borders and acquire a series of high-profile clients
from across the MENA region.”
But the GWI is just the tip of the iceberg:
Menacom’s agencies have quickly discovered that the best way to transform data
into action is to rely on multiple analytics tools and platforms, according to
the statement.
The group’s media buying and planning agency, Wavemaker,
exemplifies this: the agency employs its own global proprietary research and
analytics tools alongside insights from GWI, as well as those derived from
several third-party partners. Together, all of these tools allow Wavemaker to
develop media plans that are grounded in robust, diverse data sources, and
ultimately drive exceptional outcomes for the agency’s clients.
“And these are far from the only data resources
available to the group: from Wunderman Amman’s investments in various social
media analytics tools to Asda’a BCW’s annual
Arab Youth Survey — conducted on a
regional level with the support of international research agency PSB—Menacom
and its agencies have access to an exceptionally rich tapestry of data,” the
statement pointed out.
“Ultimately, of course, even the best data means
next to nothing if you don’t know what to do with it. Yet again, it is Menacom
Jordan’s commitment to integration that allows the group to excel when it comes
to transforming rich data into richer outcomes,” the statement said.
It said in the last several years, the company has invested
in building up its group-level assets, including a strategic planning
department that serves all its agencies. Menacom’s strategic planners are
specialized in aligning insights to actions, and keeping clients’ objectives at
the forefront of all communication plans, activities, and implementations.
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