Edelman has decided to invest in Spain to grow and consolidate DXI (Data & Intelligence), its global research, analytics, performance and data division. This is a department of the firm that uses data and intelligence to discover insights, inform strategic decisions and drive measurable impact. The new Spain-based team will join an established network of more than 500 research specialists, data engineers, behavioural & machine-learning experts and data strategy consultants.
Over the past few months, Edelman has been recruiting for a variety of skills including performance marketing, primary and secondary research, data science, behavioural science and econometrics.
This new team is led by Raquel Alesanco, a veteran of Edelman’s Data & Intelligence services who spent seven years working in the UK office before landing in Spain more than four years ago.
She is the Resourcing Lead for DXI in EMEA and will coordinate the consolidation and development of the new DXI team in Spain. She will report to Toby Gunton, EMEA DXI leader, and will work closely with Lucía Carballeda and Pelayo Alonso, Co-CEOs of Edelman Spain.
“Data and analytics can help companies understand their audiences and the context in which they operate, reach the right audience with the right messages at the right time, stay ahead of the competition by understanding and predicting market trends, risks and consumer behaviours, and ultimately optimise their marketing and communications strategies,” said Alesanco.
The new DXI team consists of 14 professionals of 6 different nationalities and plans to continue recruiting in Spain.
The new DXI team currently consists of 14 professionals of 6 different nationalities and further recruitment is planned in Spain. They will support the growing global business, working in both EMEA and the United States. In addition, the decision to locate this new team in Spain will also allow Edelman to boost its Data & Intelligence services locally.
“The establishment of DXI in Spain is a great step towards strengthening Edelman’s capabilities and improving its competitiveness in the Spanish market and in the EMEA region,” said Pelayo Alonso. “We have a very talented and multidisciplinary team of professionals working with local and international brands and organisations. The new DXI team will provide us with more tools and resources to continue helping clients build trusted relationships with their audiences,” added Lucía Carballeda.
DXI’s services are specialised in three key areas:
- The Human Intelligence team focuses on understanding the context in which a business operates, how audiences think, feel and behave, and measuring the impact of business actions.
- The Predictive Intelligence team leverages data and AI to predict future opportunities and risks, helping clients understand what drives behaviours and how they can measure and predict impact.
- The Performance Intelligence team combines expertise in performance marketing and digital analytics to strategically plan, execute and optimise content to drive clients’ business objectives.