Analytics: the heart and soul of Essence.
Essence's Analytics practice is acknowledged as one of the best in advertising, with a long history of industry firsts and award-winning work. Our rigorous culture of experimentation, married to the insatiable curiosity demonstrated in our sophisticated learning agenda is the cornerstone of our ability to solve the hardest problems in business strategy and marketing. Essence was born of analytics (all three of our co-founders were analysts) and our culture reflects that to this day.
What We Do
We deliver business results through the intelligent application of tools, techniques, and a culture of curiosity.
Some of our practice areas include:
Robust causal measurement
- We measure campaign effectiveness through control/exposed experiments
- We quantify and measure the success of our executions and innovate for clients
Developing best practices
- We drive industry learning and best practices with the creation of Learning Agendas and Integrated Measurement Plans
- demonstrating year-on-year growth or establishing consultative measurement frameworks
- We seek out and identify marketing signals that can help to quantify opportunities and act as predictors of investment effectiveness
- We increase return on investments by using predictive analytics to improve forecasting and scenario planning
Econometrics, Machine Learning, and AI
- We used advanced data science and machine learning-driven automation to deliver performance gains including in-platform optimization and increased geo-effectiveness in offline campaigns
- We take an audience-first approach to measuring campaign effectiveness: Profile ￫ Plan ￫ Validate ￫ Measure ￫ Optimize
- We ensure our campaigns reach the right people at the right volume
- being careful to avoid counterproductive and harmful over exposure
We're learning as fast as the machines.
Data science is in our DNA and we're always developing new tools and methods for improving our work. Examples of custom products and technologies developed to aid our analytics practice include:
Making Google’s bidders better through the application of additional signals and machine learning. An industry exclusive.
Scrutineer and Incrementality
Scrutineer is a survey based product that collects test vs. control responses at scale for causal impact analyses. Incrementality allows us to evaluate the truly incremental impact of performance campaigns.
Essence's self-driving campaign technology automates the process of operating media platforms
freeing our media teams to do the kind of innovative thinking that produces extraordinary results
We built Abacus - a media planning tool - on top of our vast library of survey responses to help brands finally answer the question “How do I use digital media to build my brand?"
Tailcutter is a frequency management tool that manages exposure across platforms to improve both ROI and customer experience.
Our global Analytics leadership team
Our global Analytics team of data scientists, analysts, and creative technologists work in interdisciplinary teams and partner closely with our clients to deliver on Essence's mission to make advertising more valuable to the world.
Data makes the difference.