Merkle has promoted Dan Wigley to head up its UK analytics practice, created in 2019 by combining the agency’s digital and customer analytics businesses, leading a team of more than 300 professionals.
Wigley joined Dentsu eight years ago, and spent over five years at iProspect, eventually becoming group director of data and optimisation. In 2019, he was promoted to managing director of data and technology at Dentsu Aegis Network, overseeing a team of 150 staff.
Since then he has scaled the business unit from a standing start to an annual income of £8.2m, covering web analytics, website optimisation, data engineering, data science, feeds and structure data, dynamic creative and CRM. His experience has driven results spanning multiple industries, for brands including N Brown, PureGym, Barratt Homes and Next.
The UK analytics practice offers a full suite of services, from data science and engineering to analytics-tech and data strategy consulting; Wigley will be responsible for leading and driving growth strategies.
Meanwhile Merkle Analytics head of commercial and strategy Olly Walker will expand his responsibilities to work with global analytics lead Tracie Kambie and EMEA alliances lead Nick McCarthy to drive the company’s global partnership strategy. He will report to both Kambie and Wigley.
Walker is also responsible for leading the analytics consultancy teams, supporting clients with assessments and roadmaps across data, digital maturity and advertising consultancy, enabling a greater capability to deliver customer experience marketing.
Merkle UK chief executive Anne Stagg said: “Dan’s long-standing commitment to Dentsu and his exceptional past performance make him the perfect fit to lead the UK team in delivering the next chapter in growth for the analytics practice.
“Analytics is a core part of Merkle’s capabilities and is an area which will see continued investment so the business can deliver world-class technology services for our clients.
“This enhanced leadership team is rich with potential, particularly when it comes to complementing the brilliant work that the existing management team is already doing so well.”
Wigley added: “Analytics plays a fundamental and critical role in the development and assessment of modern marketing functions, creating a virtuous feedback cycle of learnings that helps brands to adapt and improve.
“Ensuring that analytical functions remain adaptable and integrated into broader brand marketing plans is an essential component of driving businesses’ customer experience transformations.”
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