Brand Agency Tenet Opens Advanced Analytics Practice

In New York, brand development agency Tenet Partners has launched an Advanced Marketing Analytics practice, which will apply machine learning, artificial intelligence and natural language processing to help marketers build, manage and optimize their branding and innovation initiatives.

Grounded in data science, Tenet says its new Advanced Marketing Analytics practice connects disparate sets of customer, transactional and operational data across the enterprise with external data, to produce advanced forecasting, predict business outcomes and optimize ongoing brand investment strategies. In addition, the division's framework provides real-time consumer sentiment, and insight into purchase drivers, while predicting consumer behavior.

Kellan Williams, Senior Partner and Head of Tenet Data Science capabilities, and Larry Roth, Senior Partner and Head of Tenet's Digital arm, are leading the new practice. Williams is in charge of developing the interconnected data models that power the offering, and Roth will lead development of the solutions that will enable the models.

Tenet CEO Hampton Bridwell (pictured) comments: 'Data is a critical tool for building and managing corporate brands and their portfolios of products, services and experiences. We have assembled the very best team of practitioners in enterprise-level data science and technology to create this new practice, the first and only of its kind among brand innovation agencies. This move marks the next evolution of our 25-year history of using data to deliver value to marketing leaders'.

Web site: www.tenetpartners.com .