A combination of human and technology; our approach is a blend of human and artificial intelligence (AI) to create a synergy between big data and thick data, using best practice standards, to help brands put the pieces together and reveal the big picture hidden in raw data. Brands need to sniff their environment for actionable intelligence and then engage with their stakeholders based on the insights generated to achieve the desired goals. Our approach covers all aspects of the measurement cycle: from inputs to outputs, outtakes down to outcomes, to effectively gauge the impact of communications activities on the business.