Stagwell's BERA Adds Rapid Brand Impact Reporting Tool

Marcoms group Stagwell has upgraded its predictive brand technology platform BERA, part of its Marketing Cloud and Harris Poll offerings, with the launch of a rapid brand impact report service called Brand-to-Business AI Agent.

Stagwell acquired the BERA platform two years ago, and at the time said it would form part of the Harris Poll subsidiary, with its technology integrated into real-time MR and brand tracking product the Harris Quest suite.

The latest enhancement promises users same-day, board-ready reports on a brand's business impact, 'cutting a process that once took months to complete to less than an hour.' The AI Agent builds on and accelerates existing BERA Brand-to-Business methodology, which integrates Consumer Cross-Sectional Modeling, Time Series Correlation, and Marketing Mix Model (MMM) to quantify how brand equity drives revenue.

Stagwell says industry research has consistently shown that brand equity is a leading indicator of revenue, in some cases predicting business performance up to 12 months in advance. Kraig Schulz (pictured), Chief Customer Officer at BERA.ai, comments: 'A CMO can now ask a question on Friday afternoon and walk into a Monday board meeting with a defensible, data-backed answer about how their brand is driving revenue. That's a fundamental shift in how brand intelligence gets used inside the world's biggest companies, and it puts our clients in a stronger position every time the budget conversation comes up.'

Web sites: www.bera.ai and www.stagwellglobal.com .