WPP-owned brand development and insight consultancy Added Value has introduced a tracking tool called Activator, which it says delivers 'future focused' brand guidance to clients.
The tool offers a combination of three modules designed to work together to identify and integrate the most appropriate data streams; use marketing sciences and cultural insights to forecast; and convert resulting insights into 'brand stories'. Features include a 'TimeView' online platform, which enables users to visualize and play with the data; activation sessions incorporating virtual project rooms, data-driven storytelling, and co-creation; and a proprietary indicator of growth and advocacy which the company calls 'Cultural Traction'.
North America CEO Maggie Taylor (pictured) comments: 'It's clear that clients are looking to tracking for more future-facing business impact and relevance. Activator brings together the best of what Added Value offers: a rigorously fresh approach to integrating the right data, anticipating what's ahead, and activating our client's brands for the future.'
Web site: www.added-value.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas.