A new player has entered the Australian marketing and advertising scene with the ambition of making data and martech work harder for marketers and advertisers.

Data Intelligence, founded by industry veteran Sean Cooper, is a new agency that aims to help organisations fully utilise their data. Cooper, along with his team, have a combined century of experience across various industries . The agency's mission is to help its clients join the 11% of organisations that fully activate their data. According to Cooper, 89% of organisations struggle to activate their data, a statistic that Data Intelligence aims to overturn.

"Every organisation is working to activate more data so it's actually usable, analysed and put to work informing the business and generating value for the business. Despite all that work and countless data project implementations and use cases, we're told that 89% of organisations struggle to activate their data," said Cooper.

Data Intelligence said it's not just focused on data activation, but also guiding companies in using data to steer their marketing, advertising, and media strategies. The agency is tech stack, media partners, advertising services agencies, and martech vendors agnostic.

Cooper further elaborated on the agency's approach: "We kick things off by asking - and answering - crucial questions across three key areas as we assess clients' specific data maturity, capabilities and needs: Platform, Governance, and Growth," he said.

Data Intelligence offers a range of services including data audits, fixing data integrations, ensuring data availability, and providing agnostic recommendations on analytics tools and licenses, CDP selection and deployment, or composable CDP development. Each client will receive a customised data solution roadmap of data-driven services.

"From proof of concept through to outcomes that drive better marketing and advertising results, we will identify, recommend and activate the data management and analytics solutions that make sense for each client," Cooper added.

Operating under the Audience Group umbrella, Data Intelligence functions independently of its other divisions.