DAC Spins Off Data Division Proove Intelligence

In Canada, digital marketing agency DAC has launched a specialist analytics practice called Proove Intelligence, which will activate what it calls 'under-utilized' client data to drive business growth.

Initially operating as a web analytics group, DAC's Marketing Science team went on to offer data analytics, reporting and business intelligence expertise. The department is now being spun off as an independent practice that will combine scientific methodologies with creative problem-solving to tackle business challenges. Proove capitalizes on what it calls 'data surplus' using a combination of machine, human and business intelligence. Services range from data assessment and strategic planning to data resource management, advanced analytics and data activation.

The new team is led by President Dan Temby (pictured), who also serves as DAC's VP of Technology & Analytics. DAC CEO and Managing Partner Norm Hagarty says the business has been launched to help those companies which sit on valuable data without the time or in-house talent to appropriately activate it. He adds: 'We've assembled a multidisciplinary team of experienced professionals to directly address this marketplace gap, extracting value from data that helps organizations tackle their immediate growth and retention challenges'.

Web sites: www.dacgroup.com and www.prooveintelligence.com .