M&C Saatchi Firms Launch 'Brand Desire Engine'

M&C Saatchi Group's specialist growth and data consultancies Clear and Fluency have launched an AI-based intelligence platform called the Brand Desire Engine.

Using more than one billion data points taken from various sources, the solution's learning engine analyzes years of historical consumer data to isolate what's driving brand desire at both a category and brand level. The companies say they have mapped how those drivers have impacted historical sales performance, enabling them to identify the most valuable drivers of desire for a brand.

The Brand Desire Engine scores each driver - from positioning territories to marketing channels to experience delivery - on its ability to create desirability for that brand. Tim Spencer (pictured), Fluency's co-founder and Chief Strategy Officer, comments: 'Every interaction and transaction generates new data that gives us true insight into not only what people think they're doing, but how they're actually behaving. Advances in machine learning and AI are helping us to interpret and leverage this data in ways that simply haven't been possible until now'.

Web sites: www.clearstrategy.com and www.fluency.mcsaatchi.com .

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