Entropia launches marketing effectiveness audit practice
Entropia has launched a marketing effectiveness audit practice, in a bid to bring together skills in the areas of marketing strategy and activation, data and analytics, media impact, creative effectiveness, martech platforms, pricing strategy and several others.
The practice will work independently of operational teams, and will be under the care of the partners, as well as the client-side leadership of the business. The audit practice will be made available to both current and non-current clients of Entropia. According to the agency, many traditional marketing models are less effective as marketing becomes more complex due to the advent of data and tech-mediated lives. This then requires agencies to reassess the return on marketing investment with a new frame of reference.
Prashant Kumar (pictured), founder and senior partner at Entropia said as the line between marketing and sales, as well as media and shop, blur in one data narrative and tech stack, agencies have to reappraise if the old standards of success still hold.
“The holy grail of all we do at Entropia is understanding the intricacies of return on marketing dollars. We are excited about how this practice, as the insider-outsider, can bring value to the client’s demand ecosystem. There is a lot of irrational change-peddling going on in the name of digital transformation and under the psychosis of disruption. In this fog of future, knowing what works and doing what matters is the only true beacon,” he added.
Meanwhile, Sourabh Agrawal, partner, Entropia was of the view that there are too many “narrow and blinkered” partisan views telling businesses their own version of “one truth”.
“The need to have the right return forensics via a dynamic and holistic model that cuts across right brain and left brain; upper funnel and lower funnel; mass media and microtargeting – is that much more critical today. We hope we can bring a complete and nuanced picture there,” he said.
Most recently, Entropia was among the nine independent agencies that became a part of privately-held agency network Local Planet International’s Asia Pacific hub. The other independents include The Media Shop in Singapore, Media Muscle in Indonesia, The Huddle Room in the Philippines and BlueFocus International in China, and others.