Aqua bolsters its offering with appointment of data and analytics head


Aqua, South Africa’s leading full service agency and part of the Wunderman Group, has announced the appointment of Clinton Deavall as the Head of Data and Analytics, with immediate effect.

Deavall joined Aqua in July 2015 and has over significant experience in the data science discipline across the telecommunications, financial services, retail and distribution sectors.

Deavall obtained a double major BSc. in Actuarial Science and Mathematical Statistics (honours) at WITS University. He began his career at Accenture as a management consultant and then moved into the data management and data architecture space. He then joined Vodacom’s Customer Value Management (CVM) team and was promoted to the Manager of Prepaid Analytics. Prior to joining Aqua, Deavall was a partner in a boutique financial analytics firm.

In his new role at Aqua, Deavall will oversee a team of over 15 people working across four key pillars including; data management, data analysis, conversation analytics and SEO/web analytics.

Although there was an established analytics and insights team at Aqua, the appointment of Deavall has seen the service offering being significantly enhanced to provide a full data science offering including data mining and other statistical analytical functions.

“Clinton is tasked with growing the data and analytics business to beyond a retrospective reporting function that most agencies currently have. We want to lead the space to provide a meaningful data offering that allows us to be more predictive of customer behaviour and overlay those insights with a creative execution that will drive real business value. We have invested heavily in the technology and people required to enable us to provide this expertise to our clients,” says Brent Shahim, Chairman of Aqua Group.

Deavall is new to the agency space and says that he is excited for the challenge. He wants to inspire his team to take risks – to be bold, different and creative – and to partner with clients around innovative solutions. He is passionate about turning data into value and actionable insights using the latest and greatest cutting edge technology.

“We are able to provide actionable recommendations on how to optimise our clients’ campaigns and digital properties, and provide them with a deeper understanding of their consumers and how these consumers are engaging with their brand,” says Deavall. “We also support other teams within the agency by serving them meaningful insights that translate into value for our clients and provide them with the analytics solutions they need to be efficient and effective in the roles they play in the marketing process.”

Aqua’s data and analytics department provides the following solution services:

  • Measurement framework design and implementation
  • Data procurement, curation and enrichment
  • Media mix analysis, optimisation and reporting
  • Content performance analysis, optimisation and reporting
  • Consumer profiling, segmentation and audience building
  • Website performance analysis, optimisation and reporting
  • Campaign analysis, optimisation and reporting
  • Social media analysis and reporting
  • Online conversation analysis and reporting
  • SEO analysis and reporting
  • CRM and social CRM analysis, optimisation and reporting
  • Digital direct marketing execution, optimisation and reporting

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