Introduction
In today’s ever-evolving media landscape, the ability to measure and optimize campaigns in real time is no longer a luxury—it’s a necessity. Traditional measurement methods, while reliable in many ways, often fall short when it comes to speed, flexibility, and cost-efficiency. This lag can result in missed opportunities and reduced campaign performance.
At Cint, we want to do things differently — we’re always looking to innovate to give customers the best platform and product possible. Our technology delivers fast, accurate, and scalable insights while campaigns are still live. This means marketers can adjust strategies on the fly, ensuring better outcomes and more efficient media spend.
For the best part of a decade, Cint has been exploring how AI and automation can play a role in delivering insights at speed and scale without a reduction in data quality, offering marketers a more affordable, efficient way to measure brand impact and optimize campaign performance.
To find out more about how AI, machine learning, and large language models (LLMs) are providing new frameworks for campaign performance, we spoke with Cint’s Stephanie Gall, Director, Product Management.
The Lucid approach to automation
Optimizing a campaign requires all manner of insights. The challenge for measurement and research professionals at brands and agencies alike is how best to get enough reliable data to generate actionable insights early in the campaign to optimize a media plan while that campaign is still live and prove the impact that limited media budgets have on consumers’ perception of a brand or product.
“With Lucid Measurement, there’s no more waiting weeks for brand lift results, only to optimize for the next campaign, rather than the one that is currently live, Our scale allows for (often) thousands of responses to be collected, which means deeper demographic and media-specific data cuts.”
Stephanie Gall
Director, Product Management, Cint
Lucid Measurement by Cint is a product that measures brand lift and ad outcomes for cross-platform campaigns. Using a survey-based approach powered by the world’s largest research marketplace to provide daily results that enable marketers to optimize their media in real time. Lucid Measurement is a cost-effective solution for marketers seeking actionable insights while their campaigns are live.
“With Lucid Measurement, there’s no more waiting weeks for brand lift results, only to optimize for the next campaign, rather than the one that is currently live,” says Stephanie Gall. “Our scale allows for (often) thousands of responses to be collected, which means deeper demographic and media-specific data cuts.”
Speed without sacrifice
Additionally, Gall adds, customers can take advantage of Study Creator, an innovative and intuitive tool that allows users to set up and launch brand lift studies in minutes instead of days. Think of it as your new DIY partner for brand lift studies at scale.
The Study Creator tool gives users the keys to directly set up a study by simply entering key campaign details, media tracking information, and survey details like KPIs and a competitive brand set.
100%
of users find the Study Creator workflow easy to use
88%
of users agree that Study Creator reduces time to launch surveys
84%
of users agree that Study Creator allows studies to be launched anytime
“100% of surveyed Study Creator users find the Study Creator workflow easy to use, 88% agree that it reduces time to launch surveys from days to minutes, and 84% are of the opinion that it allows studies to be launched anytime,” says Gall.
For further information on how Study Creator could elevate your study concepts into real-time insights faster than ever, empowering you to make better business decisions, head here.
Leveraging AI Insights for faster reporting
The primary objectives of incorporating generative AI into various product workflows across Lucid Measurement were to streamline, centralize, and more quickly surface insights to customers.
One area where these technologies play an increasingly important role for Lucid Measurement customers is AI Insights in campaign summary reports.
This is our method for streamlining the analysis of structured data, providing key takeaways and surfacing top-performing data cuts in a summarized PowerPoint slide—all of which are traditionally time-consuming and expensive tasks.
As any marketer who has had to sift through reams of information knows, actually understanding what to do with all that data isn’t always the easiest of tasks. What you want at the midpoint or end of a campaign is an easy-to-grasp report that allows you to see what has worked, what perhaps didn’t, and where you might want to make mid-campaign adjustments or change the approach next time around.
Customers using Lucid Measurement have the ability to pull PowerPoint wrap reporting any time during the campaign flight, meaning they no longer have to wait for a campaign to come to a close before conducting analysis.
When it comes to that wrap report, customers receive a comprehensive and insightful overview of their campaign’s performance.The report includes a clear description of the process and methodology used, ensuring transparency and understanding of how results are derived.
Customers can also explore demographic cuts—such as age and gender—along with detailed media analyses, breaking down campaign performance by frequency and media channels. This holistic approach speedily and readily provides clients with the actionable intelligence needed to evaluate success and guide future strategy.
Understanding unaided awareness
Reports aren’t the only area where AI is in play for Lucid Measurement.
With the use of an AI model, Unaided Awareness is now available as a standard key performance indicator (KPI), alongside other brand KPIs such as (aided) brand awareness, purchase intent, ad recall, and more, for customers to measure in Lucid Measurement.
Survey respondents provide freeform text responses without brand-specific prompts, and the model analyzes these open-text answers to deliver brand lift results.
GenAI (large language model) is used for intelligent open text analysis and automated reporting in the Lucid Measurement dashboard. Survey respondents provide freeform text responses without brand-specific prompts, and the model analyzes these open-text answers to deliver brand lift results.
“We utilize ChatGPT to identify “keywords” that are similar to the in-target brand, so that we have a set of words to search for in the open text data that affirms if a respondent was aware of the brand,” says Gall.
Unaided Awareness provides valuable insights into the brand’s position in the market and its effectiveness in staying top-of-mind among consumers.
Want to know more?
With the integration of AI, machine learning, and large language models across key workflows, Lucid Measurement is empowering marketers to transition from delayed insights to real-time consumer intelligence.
From daily brand lift results to intuitive tools like Study Creator, AI-driven analysis in wrap reports and automated analysis of the unaided awareness KPI, every innovation is designed to simplify and accelerate decision-making without sacrificing data quality.
Want to know more about how Lucid Measurement could give your campaigns a boost? Get in touch with Cint today.
