Over the last year, DPR&Co has invested in the development of the world’s only completely AI-powered brand health tracking platform, Ubiqitum. We’re now leveraging the platform in critical ways to help our clients achieve sustainable demonstrable improvements to brand health, brand positioning and brand spend efficiency.
There are four factors about the Ubiqitum platform that make it such a powerful marketing tool.
- Affordability: Ubiqitum can be used frequently. Some of our clients are tracking quarterly or semi-annually. Some are using it for pre and post campaign brand impacts. This means that establishing control, or benchmarking data is simple. Clients may also track different divisions or sub-brands or can compare relative brand positioning in any of 86 different counties. It also enables brand owners to make a compelling, data-backed case for the investments they want to make in increasing brand performance.
- Timing: Because of the cost of traditional research, many clients don’t have data over recent years from which to measure their current and future performance. Ubiqitum can carry out ‘time-stamped’ surveys from up to 5 years past, so it’s easy to establish trends that may otherwise be invisible.
- Accuracy: For a company with multiple target segments or buyer categories, a standard traditional survey with a panel of, say 1000 respondents, may become statistically questionable within each of the audience groups – especially when sample numbers go below 200. In addition, there is the increasingly frequent complaint of the ‘say-do gap’, where respondents provide answers based on what they perceived to be ‘the right’ response. This has been especially noticeable in polls around elections. Ubiqitum doesn’t rely on panels of ‘volunteers’ to respond to questionnaires. Instead, it pulls billion of data-tokens for each survey, populating an algorithm tested to deliver +/-1% accurate responses across 20 brand metrics.
- Speed: We expect survey responses within 48 hours rather than 3 months. So, that data we’re tracking is up-to-the-minute (unless we ask for retrospective data). This makes mid-course corrections easy – even part way through campaigns.
DPR&Co is committed to using AI in ways that help our clients do more with less, lead their competitors and build more powerful and resonant brands. Ubiqitum is just one of the powerful tools in our AI armoury.
Interested in seeing the difference it makes for our clients?
Call Phil Huzzard on +61 418 344 763 and let’s talk about how DPR&Co can make a difference through the power of ideas – for you.