Predictive media platform Blackwood Seven launches in Australia
Blackwood Seven, a media analytics platform, has launched in Australia, thanks to a partnership with Melbourne-based creative agency One Small Step Collective.
The media buying and planning solution uses AI and big data to predict, execute and evaluate the outcomes of media investments across all channels, the company said.
“The Blackwood Seven platform is the holy grail in performance marketing and media mix modelling,” said co-founder Thomas Bertelsen.
“The platform allows businesses to measure the direct impact that media had on their bottom line, but it is also able to predict that impact in a future buy.”
The platform works by taking historical, company-specific media performance data, and using machine learning and other big data sources to measure the impact of media spend on a specific goal, like sales performance, with more than 90% accuracy. It can also predict the impact of product pricing, competitor activity, seasonal changes and macroeconomic trends on a business’ specific goals.
Bertelsen called the platform “the antidote for the muddy and sometimes uncertain media industry”, and chose “perfect” partner One Small Step because of its “track record representing other big data and analytics tools”.
One Small Step managing director, John Williams, added: “We are excited to demonstrate the potential impact that Blackwood Seven could have for organisations in this market.”
Blackwood Seven was founded in Copenhagen in 2013 by a group of former marketing and technology industry CEOs. It now has offices in New York, Los Angeles, Munich and Barcelona.
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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