Experiential agency Momentum Worldwide is launching a new insights platform that uses artificial intelligence to unify different data points in real-time so brands can move beyond standard measurement, like in-store foot traffic and brand awareness.
The Interpublic-owned agency claims the new platform – dubbed MomentumBi – offers “unique infusion” of intelligence that incorporates proprietary experiential data with client first-party data as well as third-party data sources.
It also links into cloud services, such as Microsoft Azure, to deliver additional capabilities including media attribution, planning for shopper media, activation, sponsorship ROI, event activity reporting, and social sentiment.
Momentum chief executive Chris Weil (pictured) said: “The implementation of data and analytics are enabling Momentum to really figure out what moves the needle and what doesn’t for clients. Our data team is on the front-end, informing our creative and taking historical, real-time data and analysing it to provide insights that help drive our clients business forward.”
Momentum chief strategy and analytics officer Elena Klau added: “With MomentumBi, we’re introducing data and analytics to the experiential advertising world. We are creating total brand experiences for our clients and using MomentumBi as the bridge that connects our tech and analytics teams to ensure we continue to drive great results for our clients that are guided by data.”
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