SINGAPORE—Waggener Edstrom Worldwide has hired Stephen Tracy, former data and analytics practice lead at MRM Worldwide Singapore, to head up its insight and analytics practice across Asia-Pacific.
Tracy, who was recently nominated to the global board of I-COM, the International Conference on Online Media Measurement, will work with clients to measure the business impact of communications, partnering with a team that includes new hires in key growth markets such as Hong Kong, China, Singapore, and India.
The firm’s insight and analytics team system uses predictive analytics to design a strategic roadmap for clients that outlines how and where to allocate resources, such as which media channels and influencers to focus on. It does so by mapping business objectives to audience profiles and consumer purchase behavior.
According to Zaheer Nooruddin, Asia-Pacific lead at WE Studio D, Waggener Edstrom’s integrated digital and mobile innovation strategies division, “Measurement powers stronger brand storytelling and creativity, bringing companies closer to audience motivations and interests.”