Boost online presence and drive results with search advertising

Drive awareness and conversions through social media advertising

Paid Social

Leverage advanced targeting capabilities across smart devices

Increase your brand visibility across top retailers

Retail Media

Maximize visibility and audience engagement through organic search

Target audiences with precision and efficiency across display networks

Programmatic Display

Media

Define and elevate your brand identity, voice and design

Brand Strategy

Futureproof your brand by resonating with diverse audiences

Multicultural Marketing

Marketing strategies based on your audience's behavior to maximize return

Integrated Marketing Planning

Strategy

Derive insights into channels driving the most significant impact

Media Mix Modeling

Understand customers' brand perception and purchasing decisions

Brand Awareness & Preference

Understand customer needs, preferences and behaviors to meet demands

Market Research

Collect, process and store data to inform impactful business decisions

Data Management

Business Intelligence

Bring big ideas to life through strategy, imagination and ingenuity

Creative Concepting

Inspiring design work to help your brand grow

Design

Video content that rivets audiences and compels them to act

Video Production

Creative

Influence, engage and build relationships to influence perception

Public Relations

Partner with personalities who have visibility and trust in your space

Influencer Marketing

Share relevant and valuable content for real time audience engagement 

Social Media Marketing

Create engaging and memorable event experiences

Event Marketing

Communications

Create meaningful and valuable content geared toward target audiences

Content Strategy

Build a reliable flow of content that is relevant for your audience

Content Production

Content Marketing

Maximize your marketing automation platform capabilities

CRM Management

Drive engagement and nurture sales leads through email marketing

Email Marketing

CRM Marketing Automation

Find the technology and database solutions that meet your needs

Web & Mobile Development

Make your site useful, usable, and appealing to your audience

User Experience Design

Bring products to life in ways you never thought possible

Augmented Reality Development

Web UX & Development

What We Do

Marketing Intelligence

Building & Renovation

Solutions

About Us

Our Work

Perspectives

Careers

Active Nav

Stay updated on the latest business intelligence trends and strategies to make data-driven decisions for growth and success.

Unlock the potential of data with our Business Intelligence team, combining tailored consulting with automation and statistical expertise to deliver valuable insights directly to you. Stay updated on the latest trends and strategies to make data-driven decisions for growth and success.&nbsp;

Our Thoughts on Business Intelligence | Brunner

business intelligence

Get the download on business data from Eric Perz, Vice President of Data Science at Brunner.

Perspectives from Eric Perz | Brunner

Vice President, Data Science

Eric Perz

In an era defined by data-driven decision-making, marketing intelligence is the cornerstone of strategic success. Discover insights from our team.

At Brunner, marketing intelligence is the foundation of data-driven decision-making. Explore our insights to learn how to leverage data effectively, target your audience, and stay ahead in a competitive landscape.

Our Thoughts on Marketing Intelligence Solutions | Brunner

marketing intelligence solutions

BlogArticle

Last year, a healthcare client told me that they would need to stop tracking their paid advertisements due to new rules from the U.S. Office of Civil Rights. Many other healthcare organizations made the same decision.&nbsp;&nbsp;The OCR guidance aims to protect patient privacy by strictly enforcing the Health Insurance Portability and Accountability Act — widely known as HIPAA — when it pertains to tracking user activity. This means that healthcare organizations cannot use the usual tracking technologies, like cookies and pixels, that could potentially reveal personal information about patients. As a result, legal departments in healthcare organizations are acting to eliminate digital media tracking, at least until they can sort out what kind of tracking is acceptable.&nbsp;This creates a challenge for healthcare marketers who need to generate demand but now have lost their ability to track and report on their campaigns.&nbsp;&nbsp;<h2>Building a New Way to Measure Marketing Impact&nbsp;</h2>To deal with this challenge, a collaborative team at Brunner has started building a system to replace media performance reporting. We have been working closely with our healthcare clients to identify the right key performance indicators to create a new model for measuring marketing performance.&nbsp;&nbsp;&nbsp;&nbsp;For this work, we are using machine learning and artificial intelligence including something very new — explainable artificial intelligence, sometimes referred to as XAI. An additional key piece of our new system is a knowledge base built from a well-established marketing mix model.&nbsp;&nbsp;Here’s how our team is approaching it:&nbsp;<ul><li>Since we can no longer rely on digital conversions, we focus on aggregate values that comply with HIPAA, such as call volume or insurance leads.</li><li>We set up models to generate new results regularly, focusing on the most recent campaign performance.&nbsp;</li><li>We collaborate closely with Brunner’s media teams, who are running campaigns on various channels.&nbsp;</li><li>We encourage our media teams to question the model scores and suggest new ways to evaluate the performance of ad units.&nbsp;&nbsp;</li></ul>The collaboration between data science, media, and strategy teams is crucial for improving the quality of the marketing mix models and the usefulness of the outputs.&nbsp;<h2>Keys to Success in Using XAI&nbsp;</h2>If there is one thing you take away from this article, it should be this: use XAI with caution and only when you have an established knowledge base for marketing’s bottom-line impact on the business. This understanding can come from a marketing mix model, previous marketing experiments, or a combination of both. But without this knowledge base, it’s difficult to evaluate the AI/XAI models you are using, and you may end up with unreliable results.&nbsp;In our work with Brunner clients, we incorporate insights from the marketing mix model directly into our processes that deal with AI/XAI outputs. This establishes guardrails to keep the results and interpretations of AI/XAI models in check. You may have heard how generative AI can “hallucinate.” Similarly, other varieties of AI can generate misleading results. We have to steer clear of those.&nbsp;There are pros and cons to each situation. One weakness of marketing mix models is their lack of granular insights, such as those at the ad or creative level. That limitation exists for very good reasons, but we see AI as the best tool to resolve it. That is because one of the great traits of AI is its ability to accommodate highly granular data as inputs. However, when you use AI, you are typically left with a black box: something that produces helpful results but does not give you insight into its internal workings. That is where XAI comes in. XAI, while still a developing field, is a collection of approaches that probe these black boxes to measure the relative importance of the original inputs, which are easier for an analyst to interpret.&nbsp;A good example comes from image classification. An XAI model would explain which pixels from an image were most important in determining that the image depicts, for example, a frog. Now apply that same concept to advertising. Just as XAI might help us identify the pixels that let us know that the image shows a frog, XAI might help us understand which ad units, or creative executions, are most effective at improving some healthcare marketing key performance indicators. We also just need to have that knowledge base in place to keep us from misinterpreting something.&nbsp;<h2>Forging the Future of Measuring Marketing Impact&nbsp;</h2>At Brunner, we’re excited to collaborate with our healthcare clients to build a new approach to measuring marketing performance in a way that complies with the OCR rules. We understand how important it is for marketing teams to know how each campaign and channel is performing and where we can identify opportunities to improve ROI.&nbsp;If you’d like to learn more about new ways to measure marketing performance and impact, don’t hesitate to reach out. We’d be happy to chat.&nbsp;&nbsp;

Brunner is using explainable artificial intelligence in our marketing mix model to help clients comply with OCR guidance. 

How Can Healthcare Marketers Navigate Reporting with Post-OCR Guidance

How Can Healthcare Marketers Navigate Reporting in a Post-OCR Guidance World that Aims to Protect Patient Privacy? 

Unlock the power of your data with insights from Brunner’s data management and analytics team.

Unlock the power of your data with insights from Brunner’s data management and analytics team. Explore how we transform complex data into actionable insights that drive informed decisions and uncover new growth opportunities.

Data Management and Analytics Content and Perspectives | Brunner

data management and analytics

Speed versus depth of insight is a fundamental trade-off marketing strategists often face when working with analyst teammates. Both sides contribute to this reality. Strategists often ask nuanced or difficult questions (what is the ROI of a sports sponsorship?), and analysts or data scientists, reacting to a wide variety of these questions, tend to approach each new project from scratch.This conundrum can be solved when convening agency and client strategists and data scientists. We believe the conversation should cover:<ul><li>What prior analytical work was most helpful to strategists?</li><li>What new features would strategists like to see from analytical output, and what compromises are acceptable?</li><li>Which data sources are reliable and are refreshed often?</li></ul><h2>Automated Systems Can Drive Efficiencies</h2>Data scientists, now understanding the value of their past work, as well as having clear direction and an approved list of data sources, can then work on automated systems.An example of what such a system could do is calculate and compare marketing ROI across detailed paid channels while accounting for the diminishing returns effects of increased marketing investment. These are sophisticated, non-linear models – the kinds marketing strategists associate with weeks or months of turnaround for each request. To be fair, it can take a few months to get this system up-and-running. But once that upfront work is completed, the outputs are automated and the insights valuable and frequent. A few thousand lines of code will import raw data, transform it as needed, test different models, pick the best one, and push the results to the strategist team.<h2>Strategists Can Leverage Output to Inform What's Next</h2>Strategists can dig into the data and review fresh modeling outputs to inform thinking and next steps. Here are some use cases:<ul><li>The client wants to increase this week’s non-branded search budget by $10,000 to meet a business goal? OK! According to the outputs of the program, the first $2,000 should be in Exact Match and focus mostly on mobile in region A, the next $1,000 should be desktop Broad Match in region B, etc.</li><li>How is our new display vendor doing? Easy! We are seeing great returns on low levels of investment but it really flattens out after that. There seem to be reach limitations and we should modify our spending accordingly.</li></ul><h2>Automation Supports Agile Strategies</h2>An automated system like this allows strategists to deploy budgets fluidly and optimize across search engine or publisher, device type, region, and other dimensions. In contrast, most strategists still must pre-ordain budgets for each channel and try to optimize within them based on experience and simple reports. If they are lucky, they have access to marketing mix model results that optimize budgets by channel at a high level, and maybe only annually. Fast analysis is not limited to reporting, and sophisticated analysis does not have to be slow. But analysis, insights and reporting can make the difference – and should be a fundamental part of any marketing strategy and partnership.

Discover how automating complex marketing models can provide deeper and more frequent insights for your brand.

Automating Complex Marketing Models for Deep Insights

Automating Complex Marketing Models for Insight That is Deep and Frequent

Hear from the Brunner Marketing Team as we give agency news updates, awards announcements and valuable insights on the ever-changing digital landscape.

Perspectives from Brunner Marketing Team | Brunner

Brunner Marketing Team

At Brunner, we are always thinking about the cross-channel picture. Hear from our experts.

At Brunner, we are always thinking about the cross-channel picture. Explore our insights to learn how to create seamless, integrated strategies that resonate with your audience and elevate your brand impact.

Integrated Marketing Content: Industry Trends and POVs | Brunner

integrated marketing

Social media is a key way to communicate with your customers. Hear from our teams.

Social media is a key way to connect with your customers and foster meaningful relationships. Hear from our experts as they share insights on building authentic engagement, crafting compelling content, and staying ahead of trends in the organic social landscape.

Organic Social Media Content: Industry Trends and POVs | Brunner

organic social media

Quote

Social listening is widely accepted in the world of business as a way for companies to connect with their target audience and find out what that audience thinks about a given product, campaign or initiative.It’s a process of watching hashtags, keywords and digital engagement to identify trending topics and monitor brand sentiment, and roughly 70% of local businesses use it to better understand their customer segments, according to a&nbsp;joint survey from the Atlanta Business Chronicle and marketing agency Brunner.<h2>Social Listening Isn't Enough</h2>Increasingly, though, social listening isn’t enough. The process is evolving to a more advanced iteration known as social intelligence, said Katie Collins, a brand engagement manager at Brunner, which has offices in Atlanta and Pittsburgh.“Social intelligence is using machine learning to analyze social data, and it’s using that data to answer some of marketing’s toughest questions: What are my consumers talking about? What do they care about? What are their expectations of me?” Collins explained.Digital conversation, either through social media or websites, offers a trove of data for brands, which is why many Atlanta companies have embraced the potential of social listening — and why many social listening tools have emerged on the market.“The biggest challenge for brands has been figuring out how to leverage that data,” Collins said.That’s the benefit social intelligence provides: It allows for a deeper level of analysis and a more accurate interpretation of the available data, she added:

Learn how social intelligence tools can provide deeper insights into consumer behavior and enhance your marketing strategies. 

Social Intelligence Tools Allow for Analysis of Consumer Behavior

Social Intelligence Tools Allow for Deeper Analysis of Consumer Behavior

Business Intelligence Content

Good people doing great work for our clients.