New Division Seeks 'Datatude'

Draft New York, part of the Draft Worldwide marketing communications group, has merged its Strategic Planning & Research and Database Services groups into a new Insight Services group. The aim is to bring together insights from both teams to unlock what it has coined 'Datatude' - a combined analysis of consumers' behaviour and attitudes.

Vita Harris, formerly EVP, Director of Strategic Planning & Research, will lead the new group, which comprises 35 staff split into three teams. The Database Insight team will focus on the collection, measurement and analysis of data, as well as 'cleaning' data to make it more targeted. Strategy and Research will explore and measure consumer attitudes while the Marketplace and Competitive Insight area aims to analyse clients' competitors and the changing marketplace.

Following the merger, Draft is offering clients a new Prime Prospect service, which overlays attitudes from survey research onto database intelligence. 'This newly merged group allows the marriage of transactional data, gathered traditionally by our database team, with the aspirational and attitudinal insights unearthed by strategic planning and research,' said Laurence Boschetto, President and COO of Draft New York.

The company is online at www.draftworldwide.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.