Diana Marszalek 23 Jan 2020 // 6:01AM GMT
NEW YORK — Weber Shandwick has launched a new division designed to offer clients a next-level approach to using data & analytics to inform campaigns.
The global intelligence division is comprised of 100-plus data scientists, analysts and engineers around the world, whose work is centered around a new, custom platform, called A-Hub, capable of sifting through and sorting billions of data points from thousands of sources. That includes earned, social and paid media, search, display, email and streaming platforms.
With AI capabilities, A-Hub also provides insights and predictive models that can be used to develop communications strategies, Weber Shandwick said. The division's objectives include boosting brand reputation, affinity and sales.
“Instead of simply providing measurement at the end of a campaign, we’re developing effective, impact-driven programs based on insights from the start. This provides a proprietary advantage to our clients in the field as they seek to gain market share, reputation impact or increased profitability,” said global intelligence leader Brian Buchwald.
The creation of A-Hub is in keeping with Weber Shandwick’s history of developing its own technology to advance client services. The agency’s platform Q uses machine learning and AI to streamline brands’ social customer service operations. Other creations include Mediaco Publish, a CMS specifically designed for brand publishing, and firebell, a social media crisis simulation software and training session.