New platform CREW launches to solve communications’ measurement problem
Communications leader and SOCIETY founder Dena Vassallo has launched CREW, a new communications intelligence company built to address one of the industry’s most persistent challenges: turning an abundance of communications data into meaningful measurement and actionable intelligence.
CREW connects signals from across communications, audiences, media, reputation, LLM visibility and the broader market to help organisations understand what matters, what’s working and what to do next.
Says Vassallo: “There has never been more communications data available to brands, yet proving what communications is actually achieving remains incredibly difficult.
“We have measurement tools everywhere, but too often we’re still measuring channels, outputs and individual metrics in isolation. The result is more reporting, not necessarily more understanding.
“CREW is being built around a different question: what actually matters to this organisation, and how do we measure whether communications is moving it?”
The platform enables organisations to bring together and connect the signals relevant to their business and build more meaningful measurement systems around their communications objectives to give teams more clarity.
It then uses intelligence and AI-enabled analysis to help surface what is shifting, what may be driving it and where communications and marketing leaders should focus next.
The company has been established independently of SOCIETY, with CREW designed for use by brands, communications teams and the broader communications industry.
The idea for CREW emerged from Vassallo’s experience working with senior marketing and communications leaders through independent marketing communications agency SOCIETY, which she founded in 2017.
Says Vassallo: “Over the years I’ve heard the same frustration from brands again and again: I know communications matters, but I need a better way to demonstrate its impact.
“CREW is our answer to that problem.”
Its name reflects the philosophy behind the technology: that individual signals become more powerful when considered together.
Much like a crew working in synchronisation, the platform connects different sources of intelligence to create a clearer view of what is happening around an organisation and whether its communications are having the intended impact.
Vassallo said the ambition is to help move the industry from communications reporting towards communications intelligence: “The opportunity isn’t to give communicators more data. They already have it. It is to give them greater clarity, stronger measurement and the intelligence to know what matters and what to do next.”
CREW is initially opening to a limited number of organisations for demonstrations and early access.
Register your interest at withcrew.com for early access, a demonstration and a first look at the future of communications intelligence.
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