Dentsu Aegis Network, Kenya’s fastest growing agency network, is set to launch the Consumer Connection System, a sophisticated research and communications planning tool that provides clients with unique and in-depth insights into consumer behaviour and their relationships with media. It is one of the few tools in the world that offers a single source measurement of consumers’ interactions and engagement across a broad range of media touch-points.
The launch which is scheduled for 01 April 2017 is set to unveil an exciting platform that will offer your brand endless knowledge and insight into your consumers’ behaviour, giving the brand manager or marketer the understanding to make the most effective decisions that can increase your bottom line ROI.
Dentsu Aegis Network is one of Kenya’s leading agency networks and part of Dentsu Aegis Network, the global communication group with presence in 145 countries. As a full service agency network, the group provides integrated communication strategy, planning and implementation, digital media/creative and production, digital performance and optimisation, social/community media engagement as well as specialist out-of-home communication services to clients in diverse sectors. The agency’s Global Network Brands in Kenya include Carat, Vizeum, Isobar and Posterscope with iProspect launching soon.
The Consumer Connection System is a proprietary Dentsu Aegis Network consumer, lifestyle and media survey that is widely regarded as the most in-depth single source of media, marketing and consumer-targeting data in the world. It is Dentsu Aegis Network’s flagship integrated consumer insight, planning and buying suite tool, designed to feed communication strategy and tactical planning. CCS is a first of its kind investment in consumer and media research by a single agency network in Kenya outside of the industry standard AMPS.
“The CCS Benchmark Survey has been developed to respond to the rapidly evolving communications landscape. It is designed to offer a single source measurement of consumers’ interactions with a broad range of media touch points over time. It answers not only the ‘reach’ effects of media but the ‘reaction’ towards different media types as well i.e. how media is consumed across platforms. From here we are able, for example, to understand the different levels of awareness, understanding and engagement of different media platforms relative to one another”, said Byron John, Insights & Innovation Director for Dentsu Aegis Network SSA.
The survey which is conducted across more than 60 countries with over 350,000 respondents, which together account for 90% of global advertising expenditure, has been successfully used by a wide range of companies across the globe to drive more effective communication strategies and to deliver efficiencies in targeting and budgeting.
Unlike other syndicated research studies, a key output of the CCS Benchmark data is the foundation into the advanced communications planning tool called CCS Planner.
Building off the Benchmark Study, CCS Planner makes this wealth of consumer data actionable in the form of an intuitively designed desktop platform which enables optimal communications planning for strategists and planners.
CCS not only provides companies with both global and regional data, but also allows clients the opportunity to include tailor-made questions in the survey that will provide them with access to bespoke or client specific insights. It is available to Dentsu Aegis Network and its Network Brand clients as part of their client offering while it is available for purchase by the industry.