Publicis Groupe NZ launches unified data intelligence hub
Publicis Groupe NZ has introduced its Data Intelligence Hub, bringing together data and technology services from all of its New Zealand agencies under a single operational framework.
The new Data Intelligence Hub (DIH) is intended to support marketing transformation journeys and growth for businesses in New Zealand, offering a comprehensive suite of end-to-end data and technology services.
Integrated model
The service is delivered by a cross-functional team led by Publicis Groupe's digital leadership in New Zealand. It brings together the expertise of multiple agencies, including Saatchi & Saatchi NZ, Spark Foundry NZ, MBM, Herd MSL NZ, Breakout Room, and Digitas NZ.
According to Publicis Groupe NZ, the DIH offers services ranging from dashboard development and market research to advanced web analytics, user experience and conversion optimisation, and eCommerce capabilities. There is also support for data unification, cloud consultation, building data cleanrooms, and the development of predictive models, including econometrics modelling and generative AI applications.
Local market context
Publicis Groupe NZ describes the market as one where marketers are increasingly pressed, citing factors such as ROI demands, changes in technology, the push to integrate AI, and a continued focus on the security and governance of proprietary and customer data.
The company notes that typical agency models often require marketers to coordinate inputs from digital or media agencies, analytics firms, and tech vendors separately. The new model seeks to address these challenges by streamlining the process and consolidating expertise through a single operational structure.
Emily Isle, Data Intelligence Hub Lead, said:
"The Hub has been designed to meet the growing demand for an integrated, data-led service model that can deliver fit-for-purpose data and technology solutions tailored to each client's unique business or organisational needs. It's comprehensive, trustworthy and makes it easy to engage."
"By drawing on the depth of data and technology expertise across our NZ agencies, we're offering clients the best of both worlds - access to leading specialists and seamless execution across the full data spectrum, all backed by Publicis Groupe's intelligent system of tools and capabilities."
Scope of the DIH
The range of services encompassed by the DIH includes both technical and strategic consultative components. Practical offerings cover everything from developing bespoke dashboards for campaign analysis and reporting to conducting detailed market research and advanced web analytics. The group states that this approach is intended to allow clients to align their data and technology use directly with organisational goals.
The inclusion of data cleanrooms, which facilitate secure data collaboration and analysis, as well as predictive models based on econometric and AI techniques, addresses requirements for governance, insight and innovation faced by local businesses. Cloud advisory services and support for building robust data lakes also form part of the technical infrastructure provided.
By offering these capabilities, Publicis Groupe NZ aims to support its clients along the entire data lifecycle, allowing for enhanced marketing outcomes and data-driven decision making.
Operational changes
The DIH unites the capabilities of Publicis Groupe agencies in New Zealand, moving from a traditionally decentralised model to one in which resources and expertise are available in a coordinated fashion. This is intended to give clients easier and more direct access to specialist talent and streamline project delivery and communication.
The transition to a singular operational model echoes similar moves in the data and technology sector globally, responding to client needs for reduced complexity and greater accountability.
