![]() What other data sources do you blend together to glean insights for your customers? We work as an integrated team across various clients and capabilities within the agency, including creative, account, production and tech.įor us, it’s not just about recording and measurement, we want to make sure that our clients understand, strategically, ‘What this means for me.’ Are we meeting our business and brand objectives? Are we thinking strategically about how we’re approaching a challenge? How are we able to best measure and optimize for success? This is how we help the agency build on its mission to have culturally connected brands.Īnalytics sits within the strategy department. With consumers so ingrained in their digital and social media life, we’re constantly trying to learn about users and understand their behaviors. This is an area that analytics is a huge part of, in terms of understanding what the consumer landscape is and understanding the language our consumers are speaking. Our mission statement within Deep Focus is about culturally connecting brands. Our focus is understanding the consumer and customer journey. We use social listening, as well as platform-specific data, to drive our clients’ business. We were the first to really understand social, I would say, organically. My role is to help our team develop the best measurement and analysis of our work for clients, ensuring that we’re using the insights we uncover to improve the creative process and show successes at the end.ĭeep Focus is a digital agency that was founded on social media. Can we start by talking about your role and what Deep Focus is all about?Īs Director of Analytics and Advisory, I lead the analytics group for Deep Focus. ![]() Hi Lucy, thank you for taking the time to talk to us. In our latest interview, we speak with Lucy Shon-Santana, who works from the agency’s New York office, situated in bustling Midtown. Deep Focus proudly builds culturally connected brands, some clients include Frito-Lay, Nestlé, Purina, Alibaba, Microsoft, Samsung and Ubisoft. Part of Engine Group, the agency is headquartered in New York City with offices in Los Angeles, San Francisco, London, Shanghai and Hong Kong. Deep Focus is a digitally led global creative agency founded in 2002 by Ian Schafer.
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