Hanley Wood has been working its way through an enterprise-wide transformation since it purchased Metrostudy back in 2013, plowing resources into building its data services as the company’s central value proposition. This week, Hanley Wood made that transformation official by repositioning its corporate brand.
According to CEO Peter Goldstone, millions have been spent building out the database and digital tech to shift into a data-as-a-service business model. The company’s new tagline, “Where Data Drives Action,” reflects the new emphasis.
While Hanley Wood still maintains its media and marketing services operations, with each making up two of the three “M3” portfolio groups—Metrostudy, Media and Marketing—data services is where the company sees its future.
“All of our investment activity over the last several years has been directed to our data and digital strategic properties,” says chief financial officer Matt Flynn in a statement. “Every investment that we make must be filtered through the screen of engagement with our audiences and helping our customers grow.”
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In a separate report with Folio:, Goldstone says one-third of the company’s revenues are tied to marketing services that now rely heavily on the database, which combines proprietary market research with customer engagement activity across all of the Hanley Wood brands. “Where the company used to be a collection of media and event brands, now the crown jewel is the database,” he says.