Creating A Single View Of Consumer Data

Kinesso is the marketing intelligence engine for IPG and its global network of marketing communications firms. By compiling multiple data streams, Kinesso profiles audiences to generate usable insights for its clients, develop plans, activate audiences, and track behaviors. Kinesso needed ways to integrate siloed technologies, increasingly disconnected data streams, and to develop a flexible platform that enabled client teams to access customized KPI dashboards and raw data to cross analyze with their own internal data. Creating a platform that could generate mass-customizable, real-time reporting required more than just a team of developers. Kinesso called us for insights and expertise in delivering a best-in-class UX for integrated data.

The digital revolution enables every business to measure its effectiveness in near real-time. For example, operations professionals utilize the increased data to feed the regression analyses their teams use to deliver tremendous gains in productivity. For marketers, the proliferation of data streams creates a similar focus on effectiveness and attribution. Unlike manufacturing, where a product is built under controlled conditions, marketing, the path to purchase, requires a blend of science and art to guide consumers along what is often a less linear path. With the influx of data comes a $120 Billion global MarTech industry determined to find better insights into the paths consumers take, the key influences of their decisions, and work with the mantra – Better science creates more effective art.

Our project managers met with the Kinesso team and through a series of meetings crafted a scope of deliverables for integrating multiple external data streams and creating a scalable reporting interface. After identifying key skill gaps, we used its proprietary matching algorithm, StaffingHero™, to quickly select a team of senior web interface development, data harmonization, front-end, back-end, ETL developers, and data engineers with MarTech experience and got to work.