Essence Develops New Measurement Solutions for Customers with
Ads Data Hub
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Case Study
Essence Develops New Measurement Solutions
for Customers with Ads Data Hub
Tags
Ads Data Hub
Google Marketing
Platform
Understanding the business impact of marketing
is more important than ever, and becoming more
difficult as the industry changes its practices
around how data is collected and used. Essence,
a global data and measurement-driven media
agency, wanted to provide insightful, effective
business information to customers in a more
privacy-forward way. So Essence used Ads Data
Hub to build an entire suite of privacy-centric
advanced measurement services for customers
across nearly every vertical including
wellness, tech and entertainment. Watch the
video to learn more about how Essence used more
privacy-forward strategies and evolved their
practices to deliver better results for
clients.
Email support available
Video Transcription
Tiphaine Tarhan, SVP, Head of
Analytics, North America: Essence is a
global media agency that blends data science,
the power of technology, and objective media.
Tarhan: Transparency is really
important to Essence. With new privacy laws and
significant technology changes in our industry,
a lot of the solutions we've developed over
many years essentially became obsolete
overnight. We have been looking at alternative
options that allow us to provide the same type
of measurement solutions in a more
privacy-centric fashion.
Ryan Dwyer, Director, Product
Analytics: Ads Data Hub is a
privacy-centric data onboarding platform that
allows us to bring our data into the Google
ecosystem.
Dwyer: With Ads Data Hub, user
information is secure in the cloud. It's only
available for analysis and we only have access
to create groups of users to protect user
specific information. All this information is
used to drive media decisions and at the same
time protect customer privacy.
Dwyer: Data enrichment is
another great opportunity for Ads Data Hub. We
can query and enrich our client’s first-party
data and also activate it on Google platforms.
Dwyer: We're using Ads Data
Hub for customized analysis across nearly every
vertical here at Essence ranging from wellness,
to tech, to entertainment.
Dwyer: In the UK we work with
a company called EE, one of the largest telecom
providers. We were able to join their
first-party customer data into Ads Data Hub to
understand which customers have a higher
propensity to purchase a phone plan with EE.
This analysis was done without access to
personal data. These insights helped achieve a
57% increase in return on ad spend.
Tarhan: Ads Data Hub has
become pivotal to a lot of the new analytic
solutions that are now being developed at
Essence. We're now entering a new era and our
partnership with Google is a critical component
of that.
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