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Global Agency Transforms Marketing Research with Intelligent Automation

 

The Client

One of the world’s largest marketing agencies, with over 100 offices in 120+ countries and over a billion dollars in revenue, helps leading brands understand evolving customer needs. Their research division conducts extensive qualitative studies to uncover how campaigns, initiatives and brand positioning resonate with target audiences. Covering hundreds of thousands of variables, these surveys provide a comprehensive view of customer perceptions and behavior.

The Challenge

The agency faced significant hurdles in maximizing the value of their research:

  • Vast Data Scale: With surveys spanning over 100,000 variables, manual analysis methods constrained the speed and depth of insight generation.
  • Limited Analysis Scope: Given the data complexity and tight timelines, analysts focused on testing specific hypotheses, leaving a wealth of data untapped.
  • Costly Advanced Analytics: While immensely valuable, causal analysis was too time-consuming and expensive to perform widely, limiting its accessibility to clients.

These challenges meant clients often received insights that were narrow in scope, slow to generate, and costly to obtain, hindering the full potential of the research.

 

The Solution

The agency is using causaLens’ platform, decisionOS, which has transformed the agency’s insight generation process:

  • Automated Causal Analysis: The platform applies causal inference across the entire survey dataset, identifying and quantifying the drivers behind crucial metrics like brand perception and loyalty. By intelligently exploring feature combinations, it quantifies impact pathways that would be impossible to identify manually.
  • Comprehensive Data Utilization: By leveraging the full breadth of data collected, the system uncovers hidden patterns and relationships that hypothesis-driven analysis might overlook.
  • Increased Efficiency: Automating the labor-intensive analysis reduces insight generation from weeks to minutes. Analysts can now rapidly test hypotheses and investigate audience segments, allowing the agency to deliver insights faster and more cost-effectively.

 

The Impact

The analytics platform empowers the agency to extract more value from their research while enhancing client outcomes:

  • Improved Productivity: Automation enables a lean analytics team to process and draw insights from surveys with 200K+ variables much more efficiently.
  • New Business Opportunities: The reduced time and cost of advanced analytics allows the agency to offer their services to a broader range of clients, potentially driving new business and revenue growth.
  • Actionable Insight Discovery: By uncovering the hidden factors shaping customer sentiment and behavior, the agency equips clients with targeted, impactful recommendations for growth.