SEATTLE: Waggener Edstrom Communications has launched a data mining and analytics platform called WE Infinity to help clients evaluate the business impact of a communications initiative.
The platform, built in-house by WE, measures a comms campaign’s perception, engagement, amplification, and reach, comparing its overall performance with intended objectives.
WE Infinity also unveils themes and patterns, highlights specific areas of improvement, and alerts clients to competitors.
The agency’s account teams, analysts, and clients can then use the resulting data to take informed action on campaign strategy and relationship management.
"The past couple of years, [Waggener Edstrom] has really been investing in understanding the landscape around measurement and what we can deliver as a tool or platform for our clients," said Melissa Havel, Waggener Edstrom EVP for the Microsoft account. "We developed this product to help our clients have real-time insight that drives the right actions and outcomes for them."
WE wanted to ensure its platform is automated, of the highest quality, able to get the right data and content, and is as relevant five years from now as it is today, explained Karla Wachter, Waggener Edstrom SVP for insight and analytics, who is in charge of the platform.
"Our product tackles the market as it is today, but we are constantly going to be pulling in new channels, new lists, and new languages to evaluate," she said. "That differentiates our tool from others in the marketplace that don’t seem to have that long-term survivability."
A basic subscription to the platform costs $2,500 per month, per category. This includes system setup, ongoing query refinement, and two seats – one for the client and one for the account staffer – to the platform’s standard real-time dashboard. Report and research deliverable packages are available for an additional charge.