Platform Feature: DAN Explore

About the tool!

DAN Explore is a unique proprietary tool of the Dentsu Aegis Network developed to explain changing audience behavior and understand the nuances of various consumer cohorts across media touch points, backed by behavioral triggers and psychographic understanding.

Who founded the product/company?

The objective of reaching the right audience, at the right time, on the right medium with the right message has always been the holy grail of marketing.

With the emergence of multiple platforms of engagement causing an even more complex purchase path,reaching the right audience with the right message has become quite a challenge and is a problem that has bothered ad execs, CMOs, creatives and CEOs in the industry all over the world. To understand audience behavior on multiple platforms and to marry creative with media on the backbone of data – rose the concept for DAN Explore.

DAN Explore was built entirely by the Data Sciences Division of the Dentsu Aegis Network headed by Gautam Mehra (Chief Data Officer, South Asia, Dentsu Aegis Network), to capture the trend of changing audience behavior and to delve a lot deeper into understanding nuances of various consumer cohorts.

Also Read: Platform Feature: Woovly

What platforms does it cover?

DAN Explore condenses and analyses audience behavior from a multitude of sources related to search, audience psychography , video, purchase intent, appographic and web browsing - with AI assisted guidance that translates a simple brief to inputs for the various sources of data to provide a single audience portrait.

The tool gleans audience behavioral insights from Television, YouTube, Google, ComScore, Facebook, Instagram,and Snapchat. The tool is also integrated with Dentsu's proprietary data sources like SVG|Columbus' app inventory and M1 Panel.

Features of the tool?

The tool converts a simple brief into a rich audience portrait by extracting insights from the numerous data sources through AI assisted mapping.

The tool also has a feature of “compare” enabling users to make comparisons of the output against tweaks in their original brief to understand differences in TGs.

What analytics support does the tool provide?

The tool provides indexation of interests, passions, categories and/or content buckets basis a specific brief input. Users can make quick comparisons against multiple TGs to highlight similarities/differences. Creative themes, trends and communication strategies are some of the takeouts from the tool.

Does it give an option to download reports?

The tool is equipped with a feature to extract raw outputs in the form of .csv so that users can slice the data and further explore the rich insights the tool provides.

What are the brands/agencies that are using this tool?

DAN Explore is a proprietary tool that has been rolled out at present for the India market and will be used for all clients of the Dentsu Aegis Network in India. It is also being rolled out in other markets around the world in phases.

Pricing & Packages

Exclusive to the clients of Dentsu Aegis Network.

Road Map

While the tool is currently launched with the “Audience” lens, other facets to be added soon are Asset, Time and Topic to provide a deeper understanding of audiences that interact with the various assets of a brand and how consumer trends emerge and evolve over time.

The Team

DAN Explore has been built ground up by the Data Sciences Division of Dentsu Aegis Network India which is led by Gautam Mehra (Chief Data Officer, South Asia, Dentsu Aegis Network). The lean team is equipped with data scientists, economists, statisticians, deep learning experts, ethical hackers and a strong quality control and development unit.

Are you hiring?

We are always looking out for the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes… the ones who see things differently – the ones who aren’t afraid of the rules.