Colleagues analysing data sheets
November 20, 2020

Digital Optimization Partners With GWI And YOUKNOW To Drive Local And Regional Growth

Johannesburg, 18 November - GlobalWebIndex (GWI), the leading target audience company, and Digital Optimisation, New Generation Awards 2020 “Small Agency of the Year", today announce their strategic partnership to drive performance and growth.

Through its flagship study representing 2.6 billion consumers globally, GWI provides consumer insights across 46 markets to the most renowned brands, agencies and media organisations. Digital Optimisation becomes one of the first African independent agencies to be GWI-certified and joins some of the world’s most iconic agencies and brands that have access to its market-leading research and solutions.

Dani Morley, CEO of Digital Optimisation, says the partnership with GWI forms an integral part of Digital Optimisation’s broader business strategy. “As a company, we are obsessed with our client’s performance and growth. To drive this performance, we need to have access to trusted data to make informed audience profiling decisions. GWI enables this. The insights gleaned from GWI data allows us to shape our strategic thinking and delivery on e-commerce, lead generation, digital media and social strategies.”

“At Digital Optimisation, our approach is to combine our local, entrepreneurial, agile Indie DNA with the power of globally-recognised, world-leading, heavy-weight partners, such as GWI.”

“We’re delighted to be partnering with Digital Optimisation at such a crucial period in time”, says Sebastian Hedencrona, Chief Growth Officer at GWI. “As budgets tighten and the pressure on agencies to deliver fast results mounts, it’s never been more important to understand your audiences and how exactly they’re changing – and this is an agency that knows the value in being informed. Since the coronavirus outbreak, consumer behaviours and mindsets have been changing at rates we’ve never seen. Our aim, as always, is to bring that much-needed insight to every agency, big or small, to help them succeed. Our partners play a key role in helping us achieve that – on a global, local, and regional level.”

“We love GlobalWebIndex, and we love Digital Optimisation. It’s a match made in heaven, and we’re excited to help DO compete at the highest levels by providing their customers with up-to-date, useful and relevant consumer insights. YOUKNOW’s goal is to connect local, African organisations with the best global technology companies, ensuring that they do so with local expertise and experience,” says Kelvin Jonck, MD at YOUKNOW.

Morley continues: “Our partnership with GWI gives us the benefit and insight into rich, customised research to identify key consumer trends and opportunities. Not only does GWI provide us with customer journey mapping and targeting validation capabilities, but we are able to tap into a representation of over 2 billion people, in over 40 countries with over 40,000 profiling attributes, making us truly, locally and internationally capable and relevant.

Access to GWI provides us with the ability to find and validate our client’s ideal target segments, with locally relevant insight into attitudes, interests and perceptions in a way that we have not been able to achieve previously. We can then map the behaviours of these segments to identify the touch-points and media moments that matter. Quality customer profiling, quality conversion and quality lead strategies have to start here. Developing a nurturing CRM strategy is only valuable if our customers are the right profile from the beginning and this enables us to deliver loyalty, profit and an advantage over other brands.”

Morley believes that as marketing budgets are tightened, and Chief Marketing Officers are under the baton to produce results, there will be an increasing demand for paid media agencies and performance marketing agencies to deliver high-value ROI and bottom-line impact. She believes that the GWI partnership with Digital Optimization is a critical element in its ability to deliver on high performance and growth for its clients.

About GWI

GlobalWebIndex (GWI) is a target audience company that provides consumer insight across 46 countries to the world’s leading brands, communication agencies and media organisations.

The company runs a global survey representing more than 2 billion connected consumers, which offers up over 40,000 data points on the behaviours and perceptions of internet users around the world. Using the subscription-based platform, clients including Twitter, Google, Spotify, WPP, IPG and Omnicom Group can gather in-depth insights into audience behaviours, attitudes and interests through a combination of survey data and analytics.


YOUKNOW started in 2013 with the understanding that there was a disconnect between local industry professionals and the technology vendors they wanted to work with. Geographically, industry, cultural and language differences meant that getting to excellent took a lot more work on both sides than needed. We were then fortunate enough to get the buy-in from some of the most innovative technology companies in the world to allow us to represent them locally: becoming their experts on the ground, so that we could sit right in front of our local, African peers and help them succeed by seeing the value, and realising the potential that the solutions provided.

YOUKNOW is the authorised distributor and local support partner for GlobalWebIndex.

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