Publicis Groupe Singapore just announced the launch of Publicis Digital Lab to expand the agency’s digital business transformation capability. The fully-integrated digital lab combines machine learning, deep learning and natural language processing (NLP) to develop the tools of tomorrow and provide world-class solutions to the industry.
“In the current social media landscape, speed and precision is the golden ticket to the monopoly we know today. The Publicis Digital Lab is exactly our key to leading the global digital transformation. I am incredibly proud of how much we have achieved and the future to come through the power of one,” said Lou Dela Pena, CEO of Publicis Communications Singapore.
Under the leadership of Vincent Ruaz, Publicis’ Head of Digital Lab, APAC, the company is currently handling a number of clients in the region that get unlimited access to the complete range of services to create best in class strategies and achieve their marketing and business objectives.
Publicis Digital Lab’s capabilities include data science & digital innovation, search & analytics, CRM & Consumer Journey, e-commerce (with Publicis Commerce), Web design / UI / user experience / mobile, as well as social & content. In addition, Publicis also looks to bring to the table two new digital tools, tailored to each client’s specific needs, namely:
- DECA is a consumer research analytic tool, developed following months of research conducted by the talents at Publicis Digital Lab. The proprietary tool is powered with artificial intelligence (AI) to uncover deep actionable insights. More precisely, DECA taps on real-time search data to understand consumer search behaviors and patterns, which enables clients to better optimize their paid and organic search engine marketing activities with an accurate analysis of the search universe. DECA also identifies other facets of user interests across the expansive search ecosystem, thus enabling brands to interpret user intents and provide conclusive insights that are supported by millions of search queries across the Asia-Pacific markets. Lastly, DECA’s crisis management feature helps brands uncover negative articles that have been seeded across different layers of the search engine during a crisis - often not visible when just searching for brand related key words. This allows brands to take directly action on reminiscent negative or fake content by getting a real and holistic vision over the whole search ecosystem.
“During the brand pitch process, the Publicis team unearthed insights using their proprietary DECA tool, which we found to be very useful,” shared Geraldine Guo, Marketing Manager for Audi Singapore. “It covered topics of interest such as Singaporeans’ perception of autonomous driving and artificial intelligence and helped us shape our strategies moving forward. We would be keen to explore this tool further for our upcoming projects to expand on our social listening tools and sentiment analysis.”
- E-Popularity (E-POP) is an AI-powered influence tool, which helps brands understand the “who” (influencers), “what” (content), “where” (platforms) and “how” (triggers) of digital influence. In short, it allows for the collection and precise processing of a tremendous amount of data across various platforms – i.e. search engines, forums, websites, social media, and ecommerce – and languages. E-POP revolutionizes the influence model that the traditional public relations agency is accustomed to. Brands now can select influencers through a data science process and agnostic thinking. The platform drives real measurable engagement by identifying influencers, platforms and content that performs best based on the specifics. Its effectiveness has already been road-tested and proven.
Recently, the tool was employed with an aim of increasing Vietnamese mothers’ consideration of P&G’s Pampers by 10%. Within 2 months, the campaign enabled Pampers to delve into the center of conversations among Vietnamese mums, reversed the declining market share to growth for the first time in three years. The success was recognized by the WARC Award in 2018.
“The results we have achieved is testament to the effectiveness and accuracy of DECA and E-POP. At Publicis, we are constantly improving our existing tools and developing new products to sharpen our expertise in this field. The digital lab promises to be a pinnacle of excellence and we are very excited to learn what more we can achieve with it,” said Ruaz. (Source: Publicis Groupe)