Hakuhodo unveils martech data labs in India

Hakuhodo Inc has launched Hakuhodo Data Labs India, as a subsidiary of the Japan-based global network, and announced that Shweta Sharma will lead the charge as its CEO. She was earlier the chief business officer of AdGlobal360 India, a Gurgaon-based digital marketing company where she spearheaded products in ecommerce analytics and media optimisations.

Expressing his excitement on the launch, Kosuke Kataoka, managing director of Hakuhodo India, said, "We are very excited about the potential of the Indian innovation team in creating a niche global product. As Hakuhodo India, we are investing in adding high-tech product offerings to partner with our clients in their ecommerce growth.”

Shweta Sharma, CEO, Hakuhodo Data Labs India.

This launch is followed by the introduction of e-Genie, an omnichannel e-commerce media optimisation platform, incubated in partnerships with global consumer packaged goods (CPG) brands. Developed through a collaborative effort between Hakuhodo Japan and AdGlobal360 Innovation Lab with sei-katsu-sha (living person) as its core philosophy, this platform is engineered to deliver better Return on Advertising Spend (RoAS).

The company stated that e-Genie harnesses a plethora of raw, complex, and hybrid signals from campaigns across various platforms. It churns out deeper insights that empower brands to optimise their budget utilisation and refine their pricing and promotion strategies across digital commerce platforms.

Sharma claimed that e-Genie gives the power of ecommerce media optimisation back to brands. “Many such tools were available for digital media optimisation but none for e-commerce. Our clients will achieve better reach and performance from the extensive rule library available off the shelf along with many other industry-first features. Furthermore, coupled with digital shelf data, this will be a potent business intelligence platform for us to understand the customer purchase drivers thereby helping our clients with gaining market share."

The successful implementation of e-Genie for global CPG clients has demonstrated significant improvements, with upwards of 18% ROAS enhancement. Building upon this success, Hakuhodo Data Labs is committed to launching additional products such as data analytics and media optimisation tools tailored for enterprises.