Creative Focus from Civis Analytics Allows Marketers to Identify Persuasion Effects of Messaging...
Thursday, January 17, 2019
Posted by: Sandy Thomas
Civis Analytics, a data science firm that helps people-focused organizations become data-centric, today announced the availability of Creative Focus, a tool that allows marketing and communications professionals to understand how specific messaging will impact key audiences before putting anything in-market. In as little as 48 hours, Creative Focus provides brands with a detailed report on the quantified persuasion effects of their chosen video, image, or text, broken down by key subgroups.
"Civis delivers a new approach to uncovering potential customers by identifying, modeling and activating audiences who are the most receptive to a brand's message," said Dan Wagner, CEO and Founder of Civis Analytics. "The truth is that there's very little scientific rigor in the planning process, so it's no surprise that roughly 75% of messages brands put out there are ineffective. In fact, our research shows nearly no relationship between what people 'like' and what actually changes their mind, and even more concerning, 10% of messages actively worked against the campaign's KPIs. We created a solution that lets brands know what will work and what won't -- full stop. No vanity metrics, just truth."
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