Razorfish Unveils 'R-Index' Data and Insights Tool

At Cannes, Publicis Groupe digital marketing agency Razorfish has announced the launch of R-Index, a proprietary data solution developed in collaboration with Google Cloud and aiming to help companies both understand their customers and analyse their marketing performance.

Originally acquired by Publicis from Microsoft for around $530m in 2009, Razorfish is a survivor from the early days of Internet marketing, and employs experts in strategy, creative, data and technology who it says 'combine digital innovation, data and cultural insights to help understand what people want at every part of the journey'.

R-Index helps users to score both brand performance and consumer sentiment across the entire customer journey, and is currently in its Alpha stage with a broader rollout planned for later this year. The tool makes use of Google Cloud's BigQuery, Looker Studio, Sensitive Data Protection and other features including Vertex AI, to provide 'a more dynamic and nuanced view into a brand's overall marketing investment performance'.

Sisi Zhang (pictured), Chief Data and Analytics Officer at Razorfish comments: 'Consumers are moving across an accelerated number of touchpoints, and amid the evolving impact of signal deprecation, they have a sophisticated understanding of how their data is being shared. What sets R-Index apart is its unique ability to measure brand sentiment and equity among consumers, closing the gap between complexity and clarity that brands so often find themselves in. Now, they will be able to accurately analyze their target audiences' needs and motivations, and leverage marketing to help drive performance outcomes in response to those consumer perceptions'.

Web site: www.razorfish.com .