#AOTYAwards 2020 highlight: Edelman DxI

While Edelman has carved a solid position for itself in the world of public relations, it has now also set its sights on Market Research – an investment that has paid off for the agency as it clinches the gold award in MARKETING-INTERACTIVE’s Market Research Agency of the Year category.

Edelman Data & Intelligence (DxI) is a global, multidisciplinary research, analytics and data consultancy with a distinctly human mission. Led by Gabor Koska, head of APAC, located in Honk Kong and Thibault Moreau de Larminat, head of Southeast Asia, located in Singapore, the firm uses data and intelligence to help businesses and organisations to build trusting relationships with people: making communications more authentic, engagement more exciting and connections more meaningful.

Edelman DxI brings together and integrates the necessary people-based PR, communications, social, research and exogenous data, as well as the technology infrastructure to create, collect, store and manage first-party data and identity resolution. Edelman DxI is comprised of over 350 research specialists, business scientists, data engineers, behaviorial and machine-learning experts, and data strategy consultants based in 15 markets around the world.

In Singapore, Edelman DxI saw 66% y-o-y growth and recognition from all over the world.

Product

Offering innovative solutions in context intelligence, content intelligence and impact intelligence, Edelman DxI believes the role of intelligence is to make sense of the world. It does so through three core ways:

Context intelligence: Thematic analysis using natural language processing

Edelman DxI uses AI based analytics to understand underlying themes behind a topic conversation. This helps to understand the conversation landscape, brand and competitor media coverage, identify white space opportunities, and thereby inspire new engaging content.

Content intelligence: Implicit bias testing

Edelman Data & Intelligence (DxI) is a global, multidisciplinary research, analytics and data consultancy with a distinctly human mission. Led by Gabor Koska, head of APAC, located in Honk Kong and Thibault Moreau de Larminat, head of Southeast Asia, located in Singapore, the firm uses data and intelligence to help businesses and organisations to build trusting relationships with people: making communications more authentic, engagement more exciting and connections more meaningful.

Impact intelligence: Business science + analytics (BSA) and Structural equation modeling

It uses econometrics to quantify the relationship between data sources to gain insights into behavior, attitudes, and business drivers - enabling us to measure ROI, predict risk and crises, and manage workforce analytics. This is layered with causal/path modeling using multi regressions to measure relationships between input variables and the company’s trust capital.

People

In addition to formal training, every staff member in the Edelman family has access to the Edelman Learning Institute which provides in-person classes and on-demand online modules. The team also runs informal lunch and learn sessions, encourage proactive sharing, and invest in employees taking external training. The agency also took its “Core Competencies” model, which covers 11 key areas across communications marketing for the employees to master and adapt for the needs of the Singapore market.

Currently, Edelman DxI has a total of nine staff members in Singapore, forming eight different nationalities and speaking seven different languages.

Perspective

Edelman DxI believes that trust is the ultimate currency in the relationship that all institutions build with their stakeholders. It has been studying the role of trust for nearly two decades, and this year it broke new ground in its collaboration with world-class partners. It unearthed the science necessary to make the magic of trust actionable for businesses and organisations.

Trust, it says, defines an organisation’s license to operate, lead and succeed. It is the foundation that allows an organization to take responsible risk, and, if it makes mistakes, to rebound from them. Lasting trust is the strongest insurance against competitive disruption, the antidote to consumer indifference, and the best path to continued growth. Without trust, credibility is lost – putting a business or organisation at risk. Edelman DxI hopes to foster that trust for its clients with its proprietary tools and offerings in the market.

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