During the AMEC Summit, I sat down with Sergi Guillot, CEO of Acceso , to talk why he thought the future of measurement lay with integrating data from multiple providers. A part of ISP Digital, Acceso is a leader in media and consumer intelligence solutions in Spain and Latin America, and recently opened their first office in the United States. ISP Digital provides technology enabled marketing services, with a focus on using social data to drive consumer understanding, providing Acceso access to a broad data set to develop insight.
Increasingly, Acceso is finding clients moving from measuring broad audiences to understanding relationships. As specialists in media and consumer intelligence, they help clients to extract relevant insights from the analysis of media content, regardless of what the content might be. They have focused on tech and service innovation to provide solutions that collect, enrich and analyse content, and apply some smart data science to extract relevant information for smart decision making.
Acceso’s key services include real-time monitoring of any information, comments or relevant references to the brand or sector; identifying communities and influencers; and, compiling qualitative knowledge of digital consumers (tastes, habits, relationships, moments of consumption, etc.).
What are you currently working on?
Sergi Guillot: “We are currently working on two main areas that will help marketing and communication departments in establishing and optimising their strategy.
The first is the integration of different data sources to understand the consumer journey. Measurement needs to evolve from analysing “only” earned media content to integrate any sources of data, both external and internal. For our clients that’s key to being able to create a marketing strategy that can adapt content for the right channel for the consumer and choose the right moment to connect. It’s purchase funnel 2.0.”
“Social conversation in owned media is full of valuable knowledge that software can´t read. To squeeze the data so clients can optimise content, we need experts in social analysis to transform the social media interactions into insights.”
“Our second priority is to reinforce consumer intelligence solution to allow marketing departments to generate real time conversations between brands and consumers. The social conversation in owned media is full of valuable knowledge that software can´t read. To squeeze the data so clients can optimise content, we need experts in social analysis to transform the social media interactions into insights.
Nowadays, thanks to consumer intelligence and data science we know what the channels the consumer is using, what the consumer is expecting and what’s interesting, and when to engage the consumer with the right information. At Acceso, we are helping brands to connect with their consumers through communication and marketing optimised actions that have a real impact in business.”
How does Acceso support the current challenges that PR clients are facing?
Sergi Guillot: “Audiences are fragmented, and there is a need to focus a little closer on individual consumer relationships. To measure that, PR needs to widen the sources of data that they analyse and that’s our core focus. PR pros need to move from measuring media outputs to understanding the consumer journey and its impact on business outcomes. At Acceso, we have made this our priority and we are supporting our clients with insights based on relationship analysis – between the brands and their customers or prospects – and a 360º view of their ecosystem and key influencers.”
How do you see the current product mix evolving over the next few years?
Sergi Guillot: “I see commoditisation of “automated platforms” and growth in the solutions that are capable of integrating human insights and are flexible to incorporate the right data that solves the needs of each client. Our goal is to build a factory of customised analysis.
The future of measurement will necessarily need to respond to three challenges:
1. Constantly integrate different sources of data from consumers
2. Integrate internal data from our clients to better inform business results
3. Use standard metrics to structure custom based analysis that solve specific business challenges globally.”
Thinking about measurement, how are Acceso’s client needs changing?
Sergi Guillot: “Marketing and communication need to be more aligned. Their responsibilities overlap and they definitely need to coordinate in their measurement effort. For us, the consumer journey should be the common path for alignment. Clients basically need smart interpretation of data and a partner that is continually innovating in data sources and the type of intelligence that informs their communication and marketing strategy.”
“The consumer journey should be the common path for alignment. Clients basically need smart interpretation of data and a partner that is continually innovating in data sources and the type of intelligence that informs their communication and marketing strategy.”
“We’ve seen that measurement is far from being a purely communication need. Marketing have fully integrated this measurement are making efforts to coordinate this themselves. But marketing is not the only interested department: in the last year we’ve seen projects coming from departments like: trade marketing, business intelligence, innovation, research, consumer care, sales digitalisation. All are requiring our help in order to connect more efficiently with their customers.”
As the measurement market continues to develop, we here at PR Measured thinks we should expect to see more measurement organisations applying their insight skill set to a much broader data set. Acceso’s focus on understanding consumer behaviour takes the measurement of PR beyond output metrics, and creates research results that can be used across an organisation. The recent expansion outside of its traditional Spanish-speaking marketplace and access to incredible amounts of consumer and marketing data makes Acceso a company to watch.