Doug & Partners has added to its data analytics capabilities, recruiting Tony Wong as head of digital and data analytics.

Wong joined the agency on Feb. 15. He will work with its clients to leverage data to drive customer acquisition and retention. His hiring comes at a time when brands are accumulating data but wrestling to get more value out of it, according to an agency press release.

Prior to joining Doug & Partners, Wong was director of digital strategy at marketing and loyalty company Aimia, where he worked on campaigns and developed a social and digital strategy for Aeroplan. Before that, he lead the social media practice at J. Walter Thompson, doing work for clients including Mazda, Brand USA, Walmart, Tim Hortons and Air Canada.

Last summer, Doug & Partners hired Matt Syberg-Olsen as executive creative director.