Glenn Lovett-General manager at dentsu Sports Analytics

Former Nielsen Sports’ Glenn Lovett will lead the new dentsu Sports Analytics practice

Dentsu Sports International today announced the launch of dentsu Sports Analytics, a new global offering bringing together the best research, data, and analytics capabilities of MKTG Sports + Entertainment (MKTG), Sponsorship Research International (SRi) and dentsu’s Merkle, to help drive better outcomes across the sports and entertainment measurement industry.

An experienced global leader Glenn Lovett has been appointed Global Managing Director of the new practice. He will be headquartered in New York while.
With offices in North America, EMEA, and APAC, dentsu Sports Analytics will deliver a truly global and local market offer across high-end custom consumer research, syndicated fan and audience data, rights valuation, and measurement services to leading clients worldwide.

Whilst this offering was born out of MKTG and SRi, the addition of the resources of Merkle, one of the world’s largest and most advanced data analytics and customer experience businesses, and dentsu’s broader data and media analytics capabilities, dentsu Sports Analytics has access to unrivalled data, data science, and targeted audience and digital marketing capabilities.

“Through this combination of entities, dentsu Sports Analytics can provide sports and entertainment sponsors with an unrivalled data set across more than 11,000 attributes for 268 million people in the US alone, and also connecting into dentsu’s global consumer and media data sets across 70 countries,” Lovett said. “In a nutshell, we are super-sizing our offering and, in turn, our clients’ ability to maximize their reach and achieve their goals through sports and entertainment investments.”

From Nielsen to dentsu

Glenn Lovett has previously held roles as Global CEO of Nielsen Sports and Regional MD, Europe for Octagon. Before joining Nielsen, Glenn was a key player in the transformation of private-equity-backed Repucom, the world’s leading supplier of sports media and commercial data, ultimately leading to its sale to The Nielsen Company. He has also held key strategy roles at Booz Allen Hamilton and Nike Australia, and was a former professional Australian Rules Footballer (AFL) and club leader for the Melbourne Demons.

MKTG Global CEO and DSI President, Matt Manning, said on Lovett’s appointment the appointment, “The launch of dentsu Sports Analytics highlights the importance and demand for data to enhance our ability to accurately measure and analyse the true commercial benefits of a partnership. Given his extensive experience at Repucom/Nielsen and working in North America, EMEA and APAC, Glenn is the ideal candidate and a natural fit to accelerate our global analytics business in these regions. Furthermore, this opportunity becomes a reality by bringing together Merkle’s best-in-class performance data and SRi’s and MKTG Insight’s sponsorship analytics. This unique combination will change how partnerships can be analysed and measured domestically and across borders.”

“An industry moving at the speed of fans needs data, analytics and insights that can keep up,” Lovett said. “By bringing the best data resources from across the dentsu group to the sports and entertainment industry, dentsu Sports Analytics will help brands and properties to better understand fans and audiences, and to maximize the value and measure the impact of sponsorship and media investments.”

Image over the headline.- Glenn Lovett (Managing Director at dentsu Sports Analytics).

Related Eastwind Marketing links:

Dentsu Group to cease bussiness in Russia through transfer of their share in the local joint venture to the national partner (UPDATED)

Havas Sports&Entertainment launches blockchain based solution to engage fans

Cannes Lions, perhaps adding Sports Marketing as new category by 2019

DAN aligns all its lifestile, entertainment and sports marketing offers under MKTG brand

Leave a Comment

Your email address will not be published. Required fields are marked *

Últimas noticias