MercerBell Opens Analytics Agency in Aus

In Australia, digital and direct marketing agency MercerBell has launched a standalone data planning and analytics firm called Ngage, which will be run by its former Strategy Director Carl Oldham.

The new Sydney-based company has a team of five data and analytics professionals with experience across multiple sectors in both Australia and the UK. Services offered include data strategy, hygiene, and enhancement; customer segmentation and profiling; predictive modelling; and post-campaign analysis and loyalty management.

Nick Mercer, Group CEO of MercerBell, explains the reasons behind the launch: 'We have been monitoring the trends around data for many years and started looking seriously at what sort of data company was needed in this market. Ngage is the result of a lot of research and talking to CEOs, leading marketers and business leaders to ensure we chose the right model.'

Oldham (pictured) joined MercerBell in 2010 from behavioural insights firm Beyond Analysis, prior to which he served as Senior Data Planner/Head of Operations at Tree; Insight Planner at TEQUILA\London; and Client Manager at dunnhumby.

Web sites: www.mercerbell.com.au and www.ngagedata.com.au .