UNLIMITED Launches 'Emotional Context' Platform

UK-based agency group UNLIMITED has launched an insights platform called LUCA, which it says automates the gathering and analysis of digital data sources to deliver human understanding for brands.

Developed as part of UNLIMITED's Human Understanding Lab, LUCA is designed to help brands tap into emotional context, gathering insights to support 'fast decision-making' and responsiveness to market opportunity. The platform is powered by artificial intelligence, which the firm says reduces the need for teams to manually research, gather, combine and analyse digital inputs to deliver insights back to the business. It also uses a combination of first-party demographic data alongside contextual targeting information, to allow brands and users to retarget consumers based on their data footprint, including their opinions, preferences and emotions.

LUCA can be used for a variety of scenarios including trend analysis, content intelligence and customer sentiment tracking. UNLIMITED says it will later add a cultural analysis tool, to identify cultural gaps between brands and consumers; a video movement analysis solution, which compares competitor brand product placement in video content; and influencer mapping, to help find and analyse influencers and their associated impact for the brand.

CTO John Cunningham (pictured) comments: 'To unlock real value and ensure content and comms strategies are effective, you need to identify the right people in your target audience and understand the emotional hooks, topics, themes and content they're actively discussing, what genuinely moves and resonates with them, and who are the most influential individuals and organisations relevant to their business. LUCA is particularly effective because it democratises access to insights for all our people in a seamless and easy-to-use platform'.

Web site: www.unlimitedgroup.com .