Illuminera Ghawar launches a novel SaaS product: omni-channel Campaign Intel

On May 18th 2023, Ghawar, the big data platform of Illuminera, officially released a novel SaaS product for digital advertising monitoring - Campaign Intel, which aims to help brands comprehensively monitor overall exposure of soft and hard ads, quantify the real reach of own brand, track the industry trend, deeply explore media strategies of competitors, and analyze customer acquisition capability of each touchpoint, so that brand owners and agencies can more transparently grasp the landscape of soft and hard ads in certain category, and continue to optimize marketing strategies and implementation contrapuntally.

Break “data silos”to clear the marketing fog

As the saying goes, "If you know your enemy and know yourself, you will fight a hundred battles without danger of defeat", especially in the marketing warfare. The prediction of intelligence and overall control will undoubtedly help brands to take the lead in the fierce competition. However, the high fragmentation of touchpoints and the "data silos" caused by platform division makes it difficult for brand owners to "measure" the effect of advertising that is heavily invested. Brand owners can neither grasp the real effect of own product exposure, nor gain insight into the ever-changing trends of competitors. It’s even more difficult to track conversion after exposure.

Relying on patented technologies, help you well master the campaign intelligence

Ghawar, a consumer-perspective mobile insight platform, has been officially launched by Illuminera in 2021 and is being developed with support of nearly 10 world-leading patented technologies. Through the compliant collection of APP usage and in-app behavior in mainstream APPs, Ghawar can build a novel ecosystem of intelligent collection and analysis of consumer behavior data in mobile end, construct panoramic insights, and realize second-level monitoring of omni-channel marketing effects within a closed loop.

Based on unique technology of Ghawar, Campaign Intel now provides media intelligence of more than 20 categories, including beauty and personal care, household products, food and beverage, electrical electronics, healthcare and nutritional products, maternal and infant supplies and etc... More category and brand data will be gradually placed online.

Three major modules with its own strengths to fully reveal the SOV(share of voice) situation and play of own brands and competitor

Monitoring almost complete digital touchpoints, Campaign Intel provides industry norm for brand owners and advertising agencies, timely evaluate advertising effects, and help optimize and iterate strategies. The SaaS product is divided into three modules: advertisement Sonar, Competitor Radar, and Post-exposure X-ray.

Advertisement Sonar is used to track the main advertising KPIs of own brands and competitors, including category share of voice (trueSOV), the reach proportion, average reach frequency, which helps brands to intuitively compare the KPIs of itself with competitors, and to track performance trend of a specific brand.

The Competitor Radar is used to deeply explore and diagnose the communication touchpoints and media buying strategies of the whole industry and key competitors, including exposed APPs and touchpoint types, timing and frequency of advertising, and TGI of brands, etc.

The Post-exposure X-ray is used to quantitatively evaluate the short-term effect of seeding and customer acquisition after exposure in different APPs and different touchpoints, including seeding and customer acquisition capability of certain touchpoints, as well as the contribution of certain touchpoints.

The omni-channel Campaign Intel adopts SaaS design to maximize the convenience of user experience. Agencies or brands can log into the product platform at any time to query data by brand or/and touchpoint, continuously track and share the exposure trend of own brands and competitors, timely optimize and iterate media strategy, and more importantly, have an in-depth and comprehensive understanding of post-exposure effect brought by the relevant marketing campaign.

In a word, the launch of Campaign Intel will provide brands data reference for the formulation of efficient and accurate media strategies, enabling brands to increase the media efficiency in short term and maintain the long-term sustainable growth with lower cost in the much more competitive market place.

Visit the webpage www.ghawar.cn/toufang/ to learn more about Campaign Intel, and e-mail to marketing@illuminera.com to reserve a product demonstration.