HUMANIZE via THE LAB – Unpack Your Brands Potential
Everything starts with people. The core to the understanding our clients’ audiences is our own bespoke IP – The LAB. The LAB is a person-level data aggregator that starts with 70+ distinct data providers (leveraging 1,000’s of dimensions and signals) – and includes behaviors, demographics, media consumption, purchasing, interests/intents, politics.
What differentiates The LAB from most audience segmentation tools is that it enables Empower to upload our clients’ data directly into the platform to (a) further contextualize the known audiences and (b) use these known audiences to identify opportunities for growth and expansion amongst the prospect universes.
ENGINEER via FUSH – Powering Strategy with Science
Transparency in planning media has begun to wane. A black box solution doesn’t allow advertisers the opportunity to understand how plans are crafted and the rigor which goes into the process. We think that is a mistake. Therefore, within the Engineer Module, FUSE takes a transparent approach, fusing multiple data sources together by using a unified currency to plan to people and outcomes.
Our plans drive outcomes. Two Machine Learning Models, MiM – our proprietary Neural Net media mix tool and MMd – our latest advancement in modelling built on Meta’s Robyn platform, bring the science behind what is driving media’s contribution to the desired business outcomes (sales, awareness, loyalty, new customers, etc.)
Our plans are deeply personal. Fusing learnings in the Humanize phase with Machine Learning outcomes into our custom planning platform, FUSE, we identify the most effective and relevant touchpoints for engaging your high value consumers, not simply finding the most efficient channel. This platform integrates world class tools from Nielsen, Kantar, Pathmatics, YouGov, and Google to assess the right outcomes orientated media plans, based on your high value consumer profile. This portfolio is always evolving as we evaluate new offerings.
REALIZE via EXTRACT – Transforming plans into Action.
Strategies must be realized through flawless plan execution. EXTRACT is our bespoke campaign management module built on top of the industry’s most cutting-edge media automation and management software ensuring pacing, scalability and rapid optimization of people-based plans. EXTRACT empowers our buyers, strategists, and analysts with customized access to a proprietary version of workflow management tools / buying platforms, tag management software (partnering with Google Tag Manager but open to any), Audience Activation partners (partnering with LiveRamp but open to any), Ad Serving, Digital Asset Management, Brand Health and Safety, etc.
Most importantly, through EXTRACT, Empower can activate the audiences defined in the strategy directly through the same tool across Digital, Programmatic, CTV, Mobile, Desktop, Audio and Broadcast.
OBSESS via THE SOURCE – Providing Greater Value
Interesting is not what optimizes campaigns. At Empower, we fight the urge to produce interesting reports and dashboards. Instead, our focus is on producing dashboards, results, reports, insights that do only one thing – enable decisioning, create obsession. Obsession is an ongoing pursuit, just like the dynamic nature of data itself. Our real-time decisioning tool THE SOURCE is built off best-in-class technology to bring data to our clients as fast as possible, with as much integrity as possible, in a manner conducive to making optimization decision.
- 200+ direct API’s into campaign platforms pulling data with no latency
- Fully integrated Microsoft Azure cloud stack/environment
- Direct integration to a Tableau reporting mechanic with full drill down capabilities
- Made available to our clients as soon as we see them.
Reporting is just one part of the decisioning. We go a step deeper, while tools provide valuable insights and automate repetitive tasks, it is the human touch that adds depth and understanding to our performance analysis. We go beyond the numbers to understand the context, motivations, and patterns driving consumer behavior, allowing us to tailor our strategies in ways that resonate on a personal level. By obsessing over performance results yet infused with a human touch, we ensure that our strategies are not only data-driven and efficient but also empathetic and impactful. This combination of advanced technology and human insight allows us to deliver measurable results while staying true to our mission of creating meaningful connections between brands and consumers.
