Sila is an AI that D/A has developed that is programmed with native-Arabic natural language processing, reinforcing and adding context to the analysis with the ability to predict behavioural and consumption changes for the future.
Our approach to audience -first insight building enables us to create an emotive portrait of an Arab world consumer enriched with culture, language and regional behavioural traits:
Demographics & Language
Understand who and where your consumers are. Segment audiences at the most basic level to identify targeting, language trends and geographic changes by age, sex, living status, family status and professional status. Create compelling and flexible life-stage models to understand your audiences and go next with your brand.
Personality and behaviour
Find audiences with similar personality traits and behaviours to build communities. What values, needs and influences bring consumer groups together? Sentiment and behavioural pattern identification give marketers the power of predictive modelling to ensure brands stay ahead of the consumption curves and remain relevant and purposeful.
Consumer intent and triggers
Where and who do audiences turn to for influence? Understand the format, platform and people that drive engagement and/or action from audiences that can drive impact.
Overall markets and categories
Pinpoint economic and cultural indicators that drive market performance by way of consumer confidence through closely monitoring audiences movements and reactions within specific industries.
Understand the drivers your brand – and your competitors – are known for, and craft your messaging to reflect this enabling brand equity measurement for specific values across different markets.
Arabic language consumer insight at scale.
‘Sila’ (Arabic for ‘connection’) is our AI platform solution for insights into Arab-world consumers. It organises mega-data into workable structures from which insights can be called upon and analysed.
Where science meets strategy.
‘Our strategy engine brings together audience-first insights, giving brands a fresh viewpoint backed by rigorous data you can trust.
Creative platforms that build communities .
‘Brands need to communicate with purpose to authentically connect with consumers. We have formulated a process that helps marketers apply an audience-first strategy to real-world communications and creative.
Tell us about your project or challenge and we can explore how we might work together. Just select what you’re interested in and one of our team will get back to you.