Razorfish Unveils R-Index, A Proprietary Data Solution for Creating Unified Experiences in Collaboration with Google Cloud
2024年6月18日 - 4:00PM
ビジネスワイヤ(英語)
R-Index aims to help marketers make better,
faster decisions for actionable business outcomes
Marketing transformation leader Razorfish, a Publicis Groupe
agency, today announced the launch of R-Index, a proprietary data
solution. In collaboration with Google Cloud, R-Index is built for
the future of measurement and on the foundation of adaptable,
predictive algorithms, helping to score both brand performance and
consumer sentiment across the comprehensive customer journey.
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The industry is now at an inflection point with increased
fragmentation across the consumer journey, accelerating data
privacy regulations, and the rising need for simplified and
streamlined data and measurement solutions. With disparate data and
measurement solutions having difficulty providing a holistic view
of performance, R-Index is designed to help marketers overcome
these challenges and understand the "moments that matter" with
consumers and how to measure business impact.
"Consumers are moving across an accelerated number of
touchpoints, and amid the evolving impact of signal deprecation,
they have a sophisticated understanding of how their data is being
shared,” said Sisi Zhang, Chief Data and Analytics Officer at
Razorfish. “What sets R-Index apart is its unique ability to
measure brand sentiment and equity among consumers, closing the gap
between complexity and clarity that brands so often find themselves
in. Now, they will be able to accurately analyze their target
audiences’ needs and motivations, and leverage marketing to help
drive performance outcomes in response to those consumer
perceptions."
R-Index is a custom algorithm developed by Razorfish, leveraging
Google Cloud BigQuery, Looker Studio, Sensitive Data Protection,
and its suite of AI and machine learning capabilities, including
Vertex AI, to provide a more dynamic and nuanced view into a
brand's overall marketing investment performance.
“This AI solution is empowering brands to discover the
difference between data and insights that drive business outcomes,”
said Marta Martinez, Agency Data, Measurement, and Analytics
Managing Director at Google Agency, Platforms, and Client
Solutions. “When it comes to connecting and adapting to ever
changing consumer preferences, R-Index is setting a new standard,
and we’re excited that Google Cloud’s product suite is bringing it
to life.”
Razorfish has already begun piloting the R-Index solution with
several clients, including New York Life, America's largest mutual
life insurer1. In its work with Razorfish over the past four years,
the company has significantly scaled its consumer leads program,
with a nearly 50% increase in lead volume while driving costs down
by as much as 39%. The strategic partnership continues to grow with
advancements in measurement now enabled through R-Index.
“As we explore opportunities to exceed our customers’
expectations, we’re leveraging data, tech, and AI to deliver
exceptional experiences for clients and agents, along with
efficiencies across the enterprise,” said Amy Hu, Chief Marketing
Officer at New York Life. “Our partnership with Razorfish, and the
addition of R-Index, is enhancing our measurement capabilities –
enabling us to better understand what best resonates with our key
client segments.”
Initially announced at the 2024 Cannes Lions Festival of
Creativity, R-Index is currently in its Alpha stage with a broader
rollout planned for later this year.
About Razorfish
Razorfish is a global leader in marketing transformation. We
help brands and businesses grow by connecting brand purpose to
business performance. A digital pioneer since the dawn of the
internet, we’re writing a new chapter. Recognized with a 2024 Most
Innovative Agency distinction from Campaign US, we turn ideas into
experiences that make a difference for our clients, their
customers, and the world we all live in. Our strategy, data,
creative and technology experts combine digital innovation, data
and cultural insights through capabilities in products &
platforms; physical & digital; and campaigns & content to
help us understand what people want at every part of the
journey.
Learn more at razorfish.com. X: @wearerazorfish | LinkedIn |
Instagram | Facebook Razorfish is part of Publicis Groupe [Euronext
Paris FR0000130577, CAC 40], a global leader in communication.
1 Based on revenue as reported by “Fortune 500 ranked within
Industries, Insurance: Life, Health (Mutual),” Fortune magazine,
6/5/2023. For methodology, please see
http://fortune.com/fortune500/.
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version on businesswire.com: https://www.businesswire.com/news/home/20240618042579/en/
Media Contacts: Talia Firenze, Razorfish
862.686.7790 talia.firenze@razorfish.com SourceCode
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