Enero launches Data Sciences Unit in TLE’s Surry Hills office headed by TLE CEO Andy Bateman

Enero Group has launched the Enero Data Sciences Unit to service growing client demand for data driven marketing solutions based out of The Leading Edge’s Surry Hills office and headed by TLE global CEO, Andy Bateman (left).

The unit will focus on how combinations of data sets can create greater opportunities across its clients’ businesses including driving their sales, marketing, business efficiency, product development and customer service programs.

The Enero Data Sciences offer will initially draw from Enero’s current areas of expertise across communications planning, decision support and CRM based data services. This work involves drawing conclusions from pre-existing data sets, manipulating and transforming the data to help inform and drive decision making including:

•                Systems – getting data out

•                Data mining and clustering

•                Modeling and transformation of data – visualization of outcomes

•                Business consultancy

Initially it will be staffed by 20 people including data analytics specialists and consultants from BMF, Naked and TLE. Initial projects for Enero Data Sciences include CRM, communications planning and decision support analytics for clients including Coca-Cola and Luxottica.

The Data Sciences leadership team includes TLE’s Paul Sinkinson, BMF’s Rob Chandler and Naked’s Scott Thomson. They also are maintaining existing responsibilities in their respective Enero companies.

Matt Melhuish, CEO of Enero Group, says this is an exciting step for the Enero Group.

Says Melhuish: “Clients are always looking for ways to gain advantage and it’s clear that data will play a huge and growing role in marketing moving forward. The challenge most clients have today is while they may have lots of data, there is not enough advantage or real meaning being gained from it to drive decision making in the marketing context. Our team understands how to frame data driven insights in ways that marketers can use to quickly and effectively drive results.

“We already have 20 very talented folk working in this space across the group and it made a great deal of sense to bring them together to accelerate learning and allow them to deploy as one team on any given project. We are prioritizing this area and looking to grow the team rapidly.”

Bateman adds that the Data Science Unit was created out of client demands to leverage the exponential rise in the amount of data captured.

Says Bateman: “An average smartphone loaded with social apps is collecting real time location, sentiment and usage data. Our computers and tablets are capturing consumption and browsing habits as well as transactions. Retailers and our credit cards capture what we buy. How and where we travel is increasingly monitored by sensors, while customer service centers capture how we feel and what we need. That’s all great, but the crucial part is extracting the power of the data to help drive competitive advantage.” 

Launching initially in Australia and the UK, the Data Science Unit will be rolled out in Brazil and the US over the coming year.