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CultureWaves, Epic Strategies form partnership to leverage data

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Springfield firms CultureWaves LLC and Epic Strategies LLC formed a partnership to leverage customer data for digital marketing.

Through CultureWaves’ new Whysdom platform, Epic Strategies can launch targeted advertisements on behalf of its clients, utilizing demographic data and geofencing technology, referring to a virtual perimeter set up to engage customers in a specific geographic area. John Scroggins, senior vice president for Epic Strategics, said Whysdom refers to “the why behind people’s behaviors.”

Scroggins said the Whysdom platform is among the practical applications being explored as part of CultureWaves’ predictive behaviors tool called Voice, which was developed last year. Springfield Business Journal was among companies that signed on for access to data gathered by CultureWaves and New York-based Dstillery, an applied data science company. Scroggins previously was editor-in-chief of The Food Channel, a Bob Noble venture along with CultureWaves and others.

“What CultureWaves realized is they really had the opportunity to move beyond the insight into message deployment by partnering with a digital agency, which is Epic,” Scroggins said. “It allows us to understand the issues and needs that are important to people. We have the digital tools, no matter what the platform.”

Scroggins said Whysdom allows Epic Strategies’ clients to learn how and why customers are finding out about them and their products in real time, as well as target ads on social media and other outlets using cookies. For CultureWaves, Epic Strategies serves as a built-in marketing agency to help clients best utilize gathered data.

“The days of interruptive advertising are dead,” he said. “It has to be seamlessly integrated. I’ve got to reach them now and in the present. It’s getting the message to people when they’re receptive.”

The platform, which relies on demographics such as age and location, as well as e-commerce behaviors, is now live.


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