Enterprise cloud marketing startup, Ensighten, announced today it had launched in Australia, opening its Sydney office and appointing Digital Ministry co-founder, Chris Brinkworth, as its Asia Pacific regional director.
The US-based Ensighten is best known for its agile marketing platform, which provides enterprise-class data and tagging systems for digital marketers. According to the company, it simplies analytics and A/B testing with a single web interface to manage all third-party tags and the collection of data for analytics purposes.
For Brinkworth, the company's move to Sydney will help the local market tap into the massive marketing potential that cloud-based big data analytics can offer.
"ANZ's smaller market, teams and budgets have created a unique competitive eco-system 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 [Europe, the Middle East and Africa] at scale.
"Ensighten's platform will arm organisations, both large and small, with solutions that will enable them to activate their 'big data stories' in real-time and level the playing field with true one-to-one marketing experience," he said.
The company's move to Sydney follows its acquisition in February of former competitor, digital tag management provider, TagMan, which Brinkworth had been running from its US headquarters in New York.
The acquisition of UK-based TagMan came after a series B funding round in March that delivered US$40 million to Ensighten's coffers, with the deal also handing TagMan's 400 or so high profile clients to the US data and tag tech company.
"The acquisition of TagMan accelerates Ensighten's growth on a global scale and represents our collective vision to redefine the marketing cloud," said Ensighten founder and CEO, Josh Manion, at the time.
Prior to launching its Australian operation this week, Ensighten worked in partnership with 2DataFish, the Australian analytics and optimisation consulting business.
According to Ensighten, it will continue to provide tag management capabilities to 2DataFish customers and work with the company across a "number of initiatives".