Consumer Connection Project
Big data becomes useable
Dentsu's Consumer Connection System mapped the role and function of bought, owned and earned media across large-scale audience research. It surveyed online activity, social network participation, topic interests, forum behaviour and the wider signals that shape how consumers move through media ecosystems.
The problem was not the depth of the intelligence. It was the format. Static charts and spreadsheets made it slow and unwieldy to extract patterns, build narratives and present insights clearly to clients.
I designed and built a web-based interface that made the system easier to navigate, filter and compare. The tool distilled complex datasets into more shareable views, surfaced commonalities and trends faster, and exported cleanly into presentation workflows for PowerPoint and Keynote.
