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Tag: Ugam

  • Ugam rebrands as Merkle as part of integration strategy

    Ugam rebrands as Merkle as part of integration strategy

    Mumbai: Analytics and technology company Ugam on Friday announced that it is changing its name to Merkle as part of an integration plan following its acquisition by the performance marketing agency in 2019.

    Part of dentsu International, Merkle is a leading customer experience management company that picked up a majority stake in Ugam to bring scale to its analytics’s business, provide a platform for dentsu’s and Merkle’s shared analytics services, and offer a complete and scaled analytics-based services layer for M1, dentsu’s people-based insights, planning, activation and measurement platform.

    Ugam 1600-strong talent will now have access to Merkle’s leadership, global mobility and best-in-class learning and development programs.

    Over the next few months, the brand migration will be reflected across Ugam’s assets including its website and social media handles and will be communicated to all stakeholders.

    Ugam CEO and co-founder Sunil Mirani said. “I’m proud of Ugam’s achievements in the past 22 years. We’ve experienced year-on-year growth, driven impact for our long-tenured clients and strategic partners, grown into a family of 4,000+, and been recognised as a Great Place to Work. We’ve pushed boundaries to drive meaningful impact in society too. I’m excited about this brand migration as we will be part of a global leading company with similar values and culture.”

  • Data & analytics company Ugam completes 20 successful years

    Data & analytics company Ugam completes 20 successful years

    NEW DELHI: Ugam, a Merkle data and analytics company, is celebrating the completion of 20 successful years this month. Over two decades, Ugam has helped global corporations make superior data-driven business decisions. Today, Ugam has long-tenured relationships with 85+ Fortune 500 companies, has over 2,100 employees worldwide and presence in more than 10 locations across North America, EMEA and APAC. 

    This month also marks a year since Ugam became part of the $10 billion Dentsu group. In July 2019, Ugam joined Merkle, a leading data-driven global performance marketing company and part of Dentsu. Ugam represents the largest acquisition in Merkle’s history.  

    Ugam co-founder and CEO Sunil Mirani said, “It has been an incredible 20-year journey and we are proud to have made a mark as a next-gen analytics company. I am grateful to my Ugam family who play a key role in the company’s growth. Over 20 years, we have stayed true to our values and, we continue to nurture and strengthen our culture which we cherish deeply. I am also grateful to our clients, partners and other stakeholders who have been a part of our journey. We are filled with renewed vigour as we move onward, as part of the Merkle and Dentsu family.” 

    In the last 20 years, Ugam has won many accolades and received recognition from independent industry bodies. In 2020, Ugam was featured as a Great Place to Work for Data Scientists by Analytics India Magazine. Ugam enjoys a very high employee boomerang rate. Hundreds of its employees have been with the company for over a decade, and for whom their stint with Ugam has been the longest in their career.

    Celebrations kickstarted at Ugam this week with the theme ‘20 years and onward’. The occasion virtually brings together Ugam employees from around the world for various engagement initiatives related to the milestone. The celebrations will culminate with a company-wide townhall which will be attended by senior leaders from Ugam, Merkle and Dentsu.   

  • Dentsu Aegis Network takes majority stake in Ugam, a global leader in data and analytics

    Dentsu Aegis Network takes majority stake in Ugam, a global leader in data and analytics

    MUMBAI: Dentsu Aegis Network has acquireda majority stake inIndia-based Ugam, a leading next-generationdata and analytics company serving both business-to-business and business-to-consumer enterprises. Ugam will join Merkle, a leading data-driven, technology-enabled, global performance marketing agency and part of Dentsu Aegis Network. Withmore than 1,800 employees in India, the United States, and Australia, Ugam represents one of the largest transactions in Merkle’s history.

    Ugam’s comprehensive set of solutions are highly complementary to Merkle’s existing capabilities. Itsanalytical sophistication andproprietary frameworks and toolswill add new capabilities to Merkle’s existing service lines. It will bring scale to Merkle’s analytics business, provide a platform for Dentsu Aegis Network and Merkle’s shared analytics services, and offer a complete and scaled analytics-based services layer for M1, Dentsu Aegis Network’s people-based insights, planning, activation, and measurement platform.Ugam is focused on the same target markets and Fortune 500 companies as Merkle and Dentsu Aegis Network. 

    The business will now become Ugam, a Merkle Company, led by Sunil Mirani, co-founder and chief executive officer, reporting to Craig Dempster, president, Merkle Americas. Reporting structures for the rest of the management team of Ugam will remain unchanged, as they and the rest of the senior leaders will play a key role in the growth plans of the company.

    Founded in 2000, Ugam helps global corporations make smarter business decisions to accelerate their digital transformation. Its IP-led, bespoke solutions use a unique blend of data, technology and expertise, resulting in impactful and long-tenured relationships with more than 75 Fortune 500 companies. Itsanalytics and digital solutionsincluderetail analytics, survey analytics, technology implementation, data engineering, and digital product content solutions.

    “Ugam is vital to the execution of Merkle’s multi-year analytics strategy of creating a scaled on- and offshore shared analytics service across Dentsu Aegis Network.”said Craig Dempster, president, Merkle Americas. “With its experienced management team, highly-educated workforce, scale, and vertical market expertise, Ugam will bring high-end analytics capabilities, along with a broad spectrum of analytical decision support. Their focus on the U.S. market and Fortune 500 companies will create many synergies and strengthen our existing relationships, opening opportunities for each of our client portfolios.”

    Sunil Mirani, co-founder and chief executive officer, Ugam said: “We have found the perfect partner in Merkle. We complement each other’s strengths, with Ugam bringing advanced analytics capabilities at scale, and Merkle bringing a diverse client base with a largely in-country presence. Most importantly, the cultural fit was evident from day one, and the effects will be immensely positive for all our stakeholders – customers, employees, and shareholders. This deal marks a significant milestone in Ugam’s journey, and I look forward to this new phase with renewed vigor.”

    “The U.S. marketing and media analytics industry is growing increasingly competitive, diverse and global. With artificial intelligence and machine learning entering the mainstream, the range of services required to maintain and extend growth requires both complexity of services and efficiency of delivery,” said Alex Yoder, executive vice president, analytics for Merkle. “As the analytics business becomes increasingly commoditized, the pressure to expand capabilities into predictive and prescriptive methodologies simultaneously intensifies. Merkle’s majority stake in Ugam and its resulting enhanced scale and capabilities will be instrumental as we scale to effectively compete with top analytic consulting firms over the next three to five years.”

    Merkle continues to grow strongly in the Americas and around the world. This is the fifth transactionin 12 months for Merkleand the thirteenth since joining Dentsu Aegis Network in 2016. 

  • Amazon beats others in mega pre-festive online sales: Ugam

    Amazon beats others in mega pre-festive online sales: Ugam

    MUMBAI: In an earlier feature done by Indiantelevision.com, we saw creative and ad gurus giving their opinion on the fiercely competitive campaigns that e-commerce brands launched, with Amazon, Flipkart and Snapdeal leading the pack.

    Be it their display ad wars, or their strategically placed jacket advertisements on newspapers, their digs at each other not only grabbed the consumers’ eyeballs, but have also created a stir within the ecosystem.

    The season was ushered in by two of the top e-commerce players conducting three mega sales in two weeks. Flipkart kick-started the celebrations with its second edition of the Big Billion Days sale, followed by Amazon’s Great Indian Festive sale, and most recently Amazon’s Great Indian Diwali Sale from 26 to 28 October.

    Now that we have Diwali is knocking at our doorsteps, an analysis by global analytics manager Ugam has put a perspective on the entire scenario.

    Ugam recorded Amazon’s pricing and assortment for likely bestsellers in three key product categories – Laptops, Home Appliances and Books – and compared it to Flipkart and Snapdeal to learn which retailer actually had the best offers for the likely best sellers.

    As per their survey, Amazon.in led the sale period, by offering lowers prices in two out of the three categories,  namely home appliances and books.

    While that puts Amazon in the lead, it failed to spoil its consumers for choices. The e-commerce brand didn’t have a larger assortment of products when it came to home appliances and books, though it still led the books inventory.

    Snapdeal dominated the laptop category with 2026 Stock Keeping Units (SKU), and missed the top position in the home appliances category by a small margin, putting Flipkart on the top with 5319 SKUs in their inventory.

    Amazon made up for its lack of variety, by staying better stocked throughout the sale.

    If one were to go by prices, Amazon had a better score as per the data shared by Ugam. While Flipkart had lower prices for their Big Billion Day sales for likely best sellers in the laptop category, Amazon kept their prices low for home appliances and books sections.

    While the survey is inconclusive in revealing the revenue each player made throughout the sale, by tallying the pricing behaviour of the ecommerce players with consumer behaviour one can form an idea on who scored the most in the season of sales.