NEW YORK: A year after assembling former physicists, hedge fund researchers and rocket scientists in a newly created division, Weber Shandwick has launched its own proprietary technology platform, A-Hub.
Capable of ingesting billions of data points from thousands of sources, such as print, online, social media, search, display and streaming platforms, A-Hub allows analysts to develop custom models to not only uncover insights but also predict outcomes, according to the firm.
Brian Buchwald, head of Global Intelligence at Weber Shandwick, is overseeing the platform.
A-Hub is housed within Global Intelligence, a division Weber Shandwick launched last year that is comprised of more than 100 data scientists, analysts and engineers, the Interpublic Group agency said in a statement.
It "uniquely incorporates" earned and social media data along with proprietary client and paid media data, allowing the firm to design programs better aligned with client goals.
Global Intelligence provides services for reputation benchmarking, brand positioning, journey mapping, audience segmentation and influencer identification, among others.
After establishing partnerships with platforms, A-Hub is compatible with "virtually any source" including earned and social media APIs, third-party data providers such as LexisNexis, or first-party client data, Buchwald said.
A-Hub is powered by big-data processing technologies, such as Apache Spark, and distributed analytical tools, such as Dask, he added. It also leverages data science toolkits, such as Tensor Flow, and software abstraction platforms, such as Kubernetes.
The platform sifts through content using natural language processing and image processing techniques.
"Our proprietary machine-learning models that are embedded in all of our work range from simple linear models to neural network based, depending on the need," Buchwald said.
Last year, Weber Shandwick also launched Q, which helps to streamline a brand’s social customer service operation. It rolled out Mediaco Publish, a CMS for brand publishing, in 2014, according to its statement.
This story was updated on January 23 with additional information.