Four months after establishing its Australian beachhead, tagging specialist Ensighten has revealed its lead management team with former Tagman New York executive Chris Brinkworth joining the business.
Ensighten acquired Tagman in March and Brinkworth has moved to Australia to take on the regional director role for Asia Pacific.
Brinkworth almost single-handedly established the Tagman business in New York after working with e-Mitch in Australia, and joined Tagman when the third party tagging industry was in its embryonic stages.
Brinkworth said it was vital Ensighten had an Australian presence because there was an enormous trust factor in a category many marketers were still trying to understand.
“The point is people trust an Australian company,” Brinkworth said.
“They are more likely to deal with you if you are an Australian company.”
At the same time the the rise of the Internet of Things will continue to transform how brands interact with consumers as people generate more data by using devices which had traditionally not created data – such as the potential development of toothbrushes that could help track people's dental hygiene.
“When a toothbrush becomes hardware and it's IP enabled and wireless and it's collecting data about when you brush your teeth, how you brush your teeth, you can give that to your dentist and he can act on that data – it makes a whole shift for a Procter & Gamble on what they are offering you,” he said.
“Every single person now radiates data whether they know it or not.”
With data being “radiated”, Brinkworth said the evolution of tagging was not just to read real time interactions with consumers but to then move forward and allow it to frame new product development based on behaviour.
“We are about becoming the next Oracle or Salesforce or Adobe which is open,” he said.
He said the the rise of native content and the blurring of the lines between advertisers and publishers was also creating an opportunity for businesses to use the data underlying their sites to deliver a different experience to consumers – such as serving an ad on a retailer website when it became clear the viewer was merely browsing rather than actually shopping for a specific product.
“The lines are blurring so being able to produce content on the fly based on data and program that content, we can help to power that.”
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