Monster recruits Dentsu agency for analytics boost

monsterGlobal recruitment platform Monster is aiming to boosting the effectiveness of its marketing activity with the appointment of Dentsu Aegis Network’s Data2Decisions as its analytics partner in Europe following a competitive pitch.
Monster will tap into Data2Decisions’ data analytics framework Total Attribution which is claimed to provide a holistic approach to measuring and optimising the marketing mix.
The strategy will be delivered across Monster’s key European markets to help inform marketing investment across 23 European countries including the UK, Germany, Netherlands and France.
Total Attribution combines econometrics with digital attribution to link the offline consumer behaviour with the online to understand how all media activity influences consumer choice.
It is claimed that with a more complete and holistic view of all activity, clients are able to better plan and allocate budget across the consumer acitivity to improve marketing effectiveness and efficiency.
Monster head of insight and analytics for Europe Dr Anirban Banerjee said: “We were seeking a partner who could give us a big picture view of how our marketing mix is working. Total Attribution chimed with our way of linking econometrics with digital attribution to give us a holistic view of customer journey. It’s great to be working with a partner who shares our vision and ambition for the brand.”
Data2Decisions UK managing director Katherine Munford added: “Even for an online business like Monster, in today’s highly digital world, offline marketing has as much influence on consumers as digital marketing. Having a holistic and balanced view of how all activity drives engagement is incredibly important and we look forward to working with Monster to provide this.”
The appointment of Data2Decisions coincides with Monster’s biggest marketing push in more than seven years, with significant new campaigns being launched in UK, Germany, France, Luxembourg and The Netherlands.

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