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Razorfish launched a caller exertion called R-Index that measures disparate online and offline lawsuit interactions (including for paid and owned interactions) and generates prescriptive insights connected user sentiment, marque show and concern impact. R-Index turns different disconnected information into strategical insights connected user journeys and marque sentiment.
R-Index is based connected a customized algorithm that leverages Google Cloud, Big Query, and a suite of instrumentality learning and Vertex AI, moving unneurotic to analyse what customers are doing astatine each measurement and providing actionable insights astir lawsuit insights and learning however to prosecute with customers better.
What Is R-Index About?
I interviewed Razorfish to get a amended thought of what R-Index is and wherefore it’s an important instrumentality for brands.
I asked Razorfish astir what’s being measured:
“R-Index helps measurement marque performance, user sentiment, and concern impact. It includes a brand’s acquisition touchpoints crossed the user journey, including paid and owned interactions.”
The property merchandise notes however there’s an abundance of information astir “moments that matter” but that its inherent disparate prime makes it challenging to get a holistic representation of what it each means and extract meaning from it. So I asked them to elaborate connected that.
“The holistic travel looks antithetic for antithetic consumers and user journeys. R-Index aims to seizure however consumers commencement their journeys done acquisition and loyalty, and distill however resonant each of these touchpoints are on the travel into a single, easy-to-use metric.
A infinitesimal that matters is simply a circumstantial engagement that a user has with immoderate of our acquisition touchpoints, whether that’s marketing, going to a website, etc. These are the moments wherever we see
more engagement based connected our observations. They tin beryllium antithetic crossed consumers and segments.
As we analyse what the user is doing crossed the afloat journey, we’re identifying touchpoints that are resonating much and helping brands refine and optimize those experiences. This could beryllium expanding the frequency, delivering a much personalized message, oregon focusing connected a circumstantial touchpoint. But with R-Index, we’re capitalizing connected this behavioral information and utilizing it to service consumers better.”
What are the factual real-world “touchpoints” you are referring to?
“Real-world touchpoints see telephone data, CRM information, web traffic, mobile app clicks, advertisement postulation oregon offline interactions similar TV. As the fig of avenues for consumers to interact with a marque continues to increase, information from those sources is continuing to fragment and displacement further into silos.
Similarly, contempt caller delays, third-party cookies volition proceed to deprecate and newer regulations volition further the challenges successful information collection, making it captious for brands to beryllium capable to entree and process immoderate and each information options into 1 source.
When you deliberation astir however accepted measurement tools person looked astatine show (ex: acquisition and however that works crossed circumstantial channels, paid media, oregon television) they aren’t truly connected to measuring the existent sentiment oregon cognition of consumers and however these construe into circumstantial concern worth for brands.
And sentiment descriptions truly disagree from marque to brand, arsenic immoderate labels that are considered “negative” for 1 marque mightiness not beryllium the aforesaid for another.
R-index is meant to aggregate each the antithetic touchpoints that a user could theoretically interact with and get to a position of what’s really driving either affirmative sentiment and resonance for consumers oregon what areas request to beryllium optimized for amended experiences.”
Tell maine much astir the insights and however R-Index provides much a “nuanced view”?
“R-Index is simply a simpler instrumentality to get the insights that are needed to assistance a marque optimize wide performance, dive into the circumstantial drivers of that show for a brand, and marque those experiences much resonant and applicable for their halfway consumers. R-Index provides much insights into what’s genuinely driving affirmative and adjuvant user experiences, and driving resonance for brands crossed the full selling premix and selling investment.
Even if you person circumstantial segments of consumers, they tin behave precise otherwise based connected however they’re interacting with the touchpoints. While the purpose is not to drill down to immoderate one
specific customer, it tin supply improved conception knowing to marque each touchpoint much due and personalized.
There are galore measurement solutions successful the marketplace that tin look astatine transmission show oregon sentiment show successful a silo, but R-Index is putting everything unneurotic successful 1 place. R-Index has the components of being much dynamic, being capable to standard and being capable to plug into a fig of antithetic tools and AI capabilities to supply predictive optimized recommendations astatine scale.
The operation and connectivity of the information being pulled, the AI capabilities, and rigorous investigating of the instrumentality is helping thrust the much nuanced views of insights that supply prescriptive strategical recommendations and analyses of information with greater detail. The explanation and knowing of a brand’s assemblage segments volition beryllium deeper than ever before.
R-Index is prescriptive, providing automated insights and recommendations, and allows for drill-down insights astatine granular levels for components that marque up the scale score.
R-Index’s capabilities spell beyond simply knowing what ads enactment to knowing however nuances crossed media investment, macroeconomic data, etc., interaction wide user perceptions and interactions with brands, and however to champion refine experiences to beryllium resonant to consumers with those insights successful mind.”
A Powerful Tool For Actionable Insights
R-Index is simply a almighty selling penetration instrumentality that measures marque performance, user sentiment, and concern interaction and provides prescriptive recommendations to assistance marque marketers and selling teams amended user experiences and concern outcomes.
Read much astir R-Index:
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