Case Study: How Brilliant Noise Are Backing Creative Ideas with Trusted Insight

1BRILLIANT NOISE CASE STUDY | 2017WWW.GLOBALWEBINDEX.NET
Case Study:
“We use a wide variety of tools, but
GlobalWebIndex is absolutely the cornerstone”
NICK SIANTONAS, SENIOR STRATEGIST
BRILLIANT NOISE
CASE STUDY | 2017

Brilliant Noise Reports Audience
Profiling with GlobalWebIndex as
Integral to their Planning Process
Brilliant Noise is a marketing and communications partner that
transforms businesses through data-led strategy, planning and
creative. Working with some of the world’s leading brands including
adidas, Universal Pictures and Jaguar Land Rover, the agency’s
partnership with GlobalWebIndex supports their customer-first
approach to planning and strategy, providing clients with relevant,
responsive and real-time marketing.

Using Audience Insights to Drive Successful Digital Planning
“If we have new or existing personas to create for clients, we
need a structure to build real insights behind them. The data
also gives us the quantitative proof behind our work, which
allows us to make that case for strategic and creative solutions
for clients.”
For every agency, the ability to profile audiences effectively is essential in acquiring
valuable insights into their clients’ target markets. But for David Preece and Nick
Siantonas, both Senior Strategists at Brilliant Noise, audience profiling plays a much more
important role across their business. “Audience profiling data is an integral part of our
customer planning work”, says David.

Backing Creative Ideas with Behavioral Data
The Brilliant Noise team had previously relied on a variety of tools, but found that these lacked
the granularity needed for robust audience profiling. As Nick explains, “We chose GlobalWebIndex
as it provides the attitudinal and behavioral data that we need to back up our ideas. We can then
combine it with live social data, conversational data and website analytics. GWI has competition
in this space, but it has a better UX and the platform is easier to use and is better at modeling
personas than any others.”
For Brilliant Noise, the ability to model personas is a key strength of the GWI platform. Nick
observes, “We don’t have access to user panels and bespoke primary research when pitching or
carrying out in-depth research, so we use PRO Platform to model personas and gather insights.”
This capability gives Brilliant Noise the quantitative proof behind their work and allows them
to make the case for strategic and creative solutions for prospective clients. “We have used
GlobalWebIndex in pitches, one recently for example where GWI acted as the proof point and core
of the pitch. We also created and tested personas for this,” says Nick.
Question: Thinking about when you use Facebook,
can you please tell us if you have done any of
the following within the last month? /// Source:
GlobalWebIndex Q2 2016 /// Base: 35 - 54 year old
Facebook Users in the UK
“Being able to augment existing personas without having to pay
for primary research is amazing.”
Facebook actions among 35 - 54 year
olds in the UK with an interest in Drones
Facebook actions in the last month

Brand Discovery Among
Young Male Adults in the UK
% who say they discover new brands
or products via the following
Question: Thinking about when you use Facebook, can you please
tell us if you have done any of the following within the last month?
/// Source: GlobalWebIndex Q2 2016 /// Base: 35 - 54 year old
Facebook Users in the UK
Winning New Business with Data-Driven Solutions
The team at Brilliant Noise explain how they use GlobalWebIndex not only to pitch to existing clients,
but simultaneously to win new business. Nick explains, “In at least two cases, GlobalWebIndex data
made a big difference to us when winning new business. In these cases, existing personas from the
client were generally weak in terms of depth and robustness, but they had a good description of who
the person was. We were able to model that person using the platform and gather more data on them
which our clients love. Being able to augment existing personas without having to pay for primary
research is amazing.”
“Data that points to a specific action or behavior is
really useful as these are valuable insights for clients.”
“Device usage, marketing touchpoints, media consumption, brand discovery and all parts of the
audience builder are pretty awesome to us too”, says David. “We really use it to understand client
customer behaviors and needs. Data that points to specific actions or habits is really useful as these
are valuable insights for clients.” Nick agrees, stating that “When clients see something like ‘what drives
you to share’ or ‘where do you find out about brands’ these point to a specific action or behavior.”

“To be honest with you I don’t
think there’s ever been an
instance where we’ve thought
GlobalWebIndex is going in the
wrong direction.”
Excited about the GWI roadmap and future plans, Brilliant Noise highlight
their enthusiasm to continue driving new insights with their capabilities
and the proactive team. “I would definitely recommend GlobalWebIndex to
other professionals, it is really powerful and easy to use”, says David.

www.globalwebindex.net
T + 44 207 731 1614 /// E hello@globalwebindex.net
/// A 3 Dorset Rise, London, EC4Y 8EN, UK
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Case Study: How Brilliant Noise Are Backing Creative Ideas with Trusted Insight

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Case Study: How Brilliant Noise Are Backing Creative Ideas with Trusted Insight