Over the past year, Cincinnati-based agency Empower rolled out a new customer-journey platform called EMerge. It’s a strategic framework for planning, creation and activation that enables the agency to combine and analyze first- and third-party data, primary research, syndicated research, and data from search, social and web analytics. EMerge is just one of several innovations devised at the agency over the past year that has helped it remap the consumer path to purchase with far greater precision and glean a better understanding of the importance of the middle part of that journey. With that knowledge the agency has adjusted client plans and activations, often driving double-digit gains in business metrics. The platform also addresses the mission-critical industry issue of how to market in a world where tracking consumers is becoming far more challenging. |