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September 2007 - Strategy Magazine
What Next

Delvinia's new engine mines digital insights

by Annette Bourdeau
page 25

Toronto-based agency Delvinia Interactive is gearing up for next year's launch of its Insight Engine, which will act as a "business intelligence data warehouse" by consolidating stats from various sources about how Canadians interact with digital media. Marketers will be able to use it to determine which digital channels, like an internet portal versus text messaging, are most appealing to certain targets in specific categories.

"What we're finding is that there isn't a lot of focus on the digital behaviours of Canadians," says Delvinia's director of strategic development, Julianne Smola, who is leading the project. "Ultimately, [we want to] take that information and leverage it for marketing purposes. It will allow us to be strategic in a faster, more efficient, better-informed way."

The engine will combine the client's own consumer data with insights from Delvinia's proprietary "Asking Canadians" consumer research panel as well as other statistical information. The data will be mined in-house by Delvinia analysts, including newly hired insight manager Heidi Wilson. Delvinia will begin testing the engine in pilot mode in January, and plans to officially launch it in mid-2008.

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