4C Debuts 'Scope' Self-Serve Audience Insight Platform

Chicago-based data science and marketing tech company 4C has launched a self-service tool called Scope, which it says will help marketers uncover cross-channel audience insights, execute campaigns across multiple screens and analyze performance, all in a single platform.

4C collects social media data and applies proprietary data science to plot the relationships between people and brands. Last year, the firm launched a suite of tools called Teletrax, for planning, buying and measuring multi-screen TV ads.

The new Scope solution combines audience intelligence, activation and measurement across marketplaces such as Apple News, Facebook, Instagram, LinkedIn, NBCUniversal, Mediaocean, Pinterest, Snapchat and Twitter. The tool's features include a service called 'Brand Compass', which uncovers and visualizes persona-based insights such as competitive benchmarks, TV and brand affinities, and audience interests. 'Audience Hub' brings together CRM lists and data management platform segments, as well as purchase and demographic data, Teletrax data from more than 2,100 TV channels, Inscape viewing data from more than eight million Smart TVs, and Nielsen viewing data from 100,000+ respondents, to help marketers target individuals across TV, social media, online and mobile marketplaces. In addition, the 'Creative Hub' provides a central location to host and manage creative assets; and 'Report Center' uncovers campaign insights, tracks KPIs, and combines separate reports into a single file.

CEO Lance Neuhauser (pictured) comments: 'Until now, marketers haven't been able to market the way that consumers consume - seamlessly across screens, at the time and place of their choosing. Additionally, the business of buying and selling media has lacked advanced intelligence about the audiences that media is designed to reach. Scope fixes these legacy issues in the only platform designed for both digital and TV marketers, based on 4C's work with the world's largest agencies, brands, and media platforms as these domains have grown closer and closer together'.

Web site: www.4cinsights.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.