Data and tag management provider Ensighten is the latest company to pinpoint Australia as a growth market, having just opened an office in the country.
Ensighten’s announcement follows news of its acquisition of fellow tag management and attribution platform TagMan, which itself recently collected $40 million of series B funding.
Chris Brinkworth, responsible for bringing TagMan to New York, will relocate to Sydney where he has been appointed regional director of Asia Pacific for Ensighten Australia.
‘Unique competitive ecosystem’
Both markets might be English speaking, but Brinkworth says that there are subtle differences in how their online advertising is carried out, making localisation of media a tricky affair.
“ANZ’s smaller market, teams and budgets have created a unique competitive ecosystem of strategy and measurement which we just don’t see in American ‘spray and pray’ digital marketing campaigns,” said Brinkworth.
“However, the local industry faces challenges with the friction in locating, negotiating, testing, validating and supporting nascent, but needed programmatic, cloud technologies from the U.S. and EMEA at scale.”
With the help of Ensighten’s Agile Marketing Platform and its omni-channel data and tag management capabilities, enterprises can collect, own and act on their customer data in real time across all marketing channels and devices.
Digital marketers can deploy and manage all third-party tags from Ensighten’s platform, a process that offers a 525% uplift in marketing ROI to advertisers, according to Forrester Research.
New Zealand and Australian businesses including Suncorp, Allianz, GE Capital, Air New Zealand, Medibank and 2DataFish are already working with Ensighten. However, company president Dan Dal Degan is said to be in the region visiting more clients and partners.