If the ongoing pandemic has demonstrated anything, it’s that pre-packaged pre-COVID consumer data no longer applies.
“The world has completely changed and there are a lot of stale data sets out there,” said Dominic Joseph, CEO of search intelligence company Captify, which released a self-serve insights, planning and activation platform on Wednesday called Sense.
Several of the features, including a tool that helps brands map the consumer journey using search data, were developed in partnership with Universal McCann, which is now using those features in an exclusive capacity for clients in the US and the UK.
Rather than cookies, Sense is powered by first-party search data. Captify captures and analyzes more than 35 billion searches per month on around 2 billion devices.
The real-time and intent-driven nature of search can help UM make more informed strategic planning decisions for its brand clients, said Hamish Kinniburgh, the agency’s global chief strategy officer. That was a growing priority before the pandemic, he said, and has only become more important since.
“This is the sort of behavioral data we used to get from surveys, but there’s a richness we can get from an audience creation and strategy perspective when the data is real-time and we can put it at the fingertips of our planning and strategy teams,” Kinniburgh said.
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