Horizon Media has launched INFUSE, a platform that combines data and insights to help create a quantifiable linkage between brand strategy, consumer engagement and channel allocation strategy.
The platform tracks more than 350 brand and consumer key performance indicators (KPI) including brand health, sales and brand performance, social, search, location, brand competitor data, mix modelling data, and respondent level purchasing surveys. Based on inputs, the platform is said to identify and prioritize communication and brand opportunities to highlight when and how to best connect with consumers.
The agency’s WHERE Group originally developed the platform to help bridge the knowledge gap between younger and more experienced senior planners. The output and results from INFUSE are integrated into Horizon’s existing tactical planning and optimization proprietary tools.Eric Blankfein, Chief of the WHERE Group at Horizon Media, says the new platform helps the agency and its clients better leverage data for keener insights. “INFUSE provides and sets the stage for our clients businesses by quantitatively bridging that gap between marketing and communications planning,” he said.