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Visual Analytics

Draftfcb South Africa has launched a groundbreaking new data analysis, modeling and visualisation service called Visual Analytics. Its objective is to transform dry data into live intelligence that makes decision-making quicker, easier and smarter.

Many of the agency's clients are sitting on a wealth of data. The Visual Analytics team analyses their data and source and overlay other databases like Amps, TGI, internet stats etc to create a richer picture. It offers general analysis of any data, as well as customised services like ROI modeling, forecasting and customer segmentation profiling.

The team then visualises the data, using Visual Analytic techniques, to make it really easy for people - from CFOs to Creatives - to understand and interpret the data. The premium visualisation tool is the agency's 'Smartwall' - an eight-screen plasma wall that carries rich interactive media and allows the team to tell stories using data.

The crown jewel however is its ROI modeling. For years the industry has been grappling unsuccessfully with measuring the impact of campaigns. Draftfcb has developed an ROI process based on a rich and complex factor analysis approach, but which uses an interactive graphical user interface, which allows clients and agencies to easily populate the model and work through various possible solutions to find the one that delivers the best returns. The agency believes this model will allow it to deliver strongly against its commitment to deliver creative solutions to business problems.

27 Jul 2009 11:41

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