THIS IS

Ground
Control

What we do

We help businesses leverage data and AI-enabled technologies to better Understand, Optimise and Predict marketing outcomes.​

WHAT WE DO

Understanding

Consumer trends and market insights for your own business, to support internal business cases or new business pitches.

What is being said about brands, using public posts and an enterprise’s own data.

The online content consumed
by your target audience.

The impact of pricing, creative, external events, and competitor campaigns on media and business outcomes. 

The de-duplicated truth about how your campaigns are performing

WHAT WE DO

Optimisation

How you talk to your
prospective and existing customers.

Budget allocation at a channel,
publisher and placement level.

The right budget for your required outcomes, with zero-based approaches.

Audience creation and activation based on your own bespoke requirements.

Resource usage supporting reporting, campaign performance and social listening.

WHAT WE DO

Prediction

Impact of reducing budgets, removing publishers, and re-flighting.

Media plan outcomes for any possible scenario you want to run.

How unexpected and novel events will impact business outcomes.

green-circle-10

PRODUCTS

Social Analytics

Crisis Management
Social SOV
Pitch Support
Competitor Analysis
Social NPS
Campaign Analysis
Category/Market Analysis

Our Technology

Brandwatch
Brandwatch is brand intelligence re-imagined. The platform uses the smartest AI in the industry to segment and categorise trends and opinions from a searchable library of 1.3 trillion posts going back over 10 years. Our customers apply this to their own enterprise content from NPS, surveys, chat logs, call transcripts and other unstructured data. We can help you use Brandwatch to understand consumer trends, track what people are saying about your brand, and create fast, actionable research.
Learn more
Datorama
Datorama is the Salesforce-owned AI-powered marketing intelligence platform to connect media, marketing and sales data for insights and optimisation. Datorama not only connects paid, owned and earned marketing data and actual business outcomes, it uses the power of Salesforce’s Einstein AI to constantly scan campaign performance and automatically highlight insights and anomalies. Designed from the ground up for marketers, we can help you unify and structure data across the organisation and bring it to life with beautiful visualisations with a high level of customisation.
Learn more
Blackwood Seven
Blackwood Seven is the world’s premier unified analytics and predictive media platform. Using a combination of big data, machine learning and artificial intelligence, we are able to analyse and predict the impact of your media investment on a specific KPI such as sales. With Blackwood Seven, we can help you understand and quantify all business drivers, including creative and pricing, as well as measure media synergies across channels. You will also get actionable media allocations based on media mix models that update automatically with the latest business and macro data.
Learn more
Previous
Next
OUTCOMES
We use unique, custom-built tools to give us the edge

Explore a sample of outcomes we have achieved for clients.

Daily management reporting for the big 4 banks during emerging issues – how are products and services impacted and prioritise supporting customers in need.

Australian university pioneered using social media monitoring to detect drug use problems.

C-level daily insight reporting to help the big banks protect reputations and shape customer responses.

Achieved 98.6% sales prediction accuracy for media impacts on sales, also improving ROI by 19%.

Big 4 consulting firm using predictive alerting technology for government project delivery.

Our team

Ground Control is the data and technology arm of One Small Step Collective, a data-driven creative agency.

Phil Zohrab

MANAGING DIRECTOR

The Ground Control team is led by Phil Zohrab, an industry veteran with over 20 years’ experience in using data to achieve business outcomes.

Formerly Chief Data Officer at Dentsu Aegis Network, and with leadership roles at performance agencies iProspect and Performics, he knows a thing or two about data, analytics and consumer insights through working on some of the largest and most sophisticated marketers around. Phil has carved out a niche as being an accessible expert in technology for media and marketing.

 

Adrian Romeo

COnsumer intelligence

Over the last 10 years, Adrian has delivered powerful strategic business intelligence solutions to government at every level, and executives across many of largest enterprises and non-profits around Australia. With a diverse background across research, data analysis, key account management, and solutions consulting across major data collections, Adrian has strong experience and success designing media intelligence and insights solutions to inform any strategy. Adrian brings a natural instinct of all things technology to transform conversation into actionable business insights from the lens of both the business and consumer with AI-powered digital media analytics from Brandwatch.

James Procter

CO-FOUNDER

James has been involved in the Australian and Asian advertising industries for over 20 years. During that time, has helped transform big multinationals like Ogilvy and George Patterson Y&R, leading the creative product as the Executive Creative Director. Throughout his career, James has delivered campaigns on a diverse client list including well-known consumer brands like Coca-Cola, adidas, Virgin Australia, Clarks, MRV, Nestle, Stihl. and the Traffic Accident Commission (TAC).

Along the way, he’s had success at numerous creative award shows from Cannes Lions to The One Show but more importantly, the work delivered has been recognised as effective in building business and brands.

John Williams

CO-FOUNDER

John has spent much of his working life in marketing and strategy departments on the client side for large corporations including Coles, Kraft, Cadbury, and Detpak. He has also lead the business at research agency Synovate and creative design agency Disegno, before founding One Small Step Collective in 2013. John has worked on a lot of public campaigns, the most recent was when he led the delivery of the successful Green Army campaign.

John’s core passion is ensuring consumer insights are leveraged to develop the right business, brand and creatives strategies that engage consumers. He loves campaigns that result in action and ultimately, help people make better decisions.

Who we work with

BUSINESS CHALLENGE

Business moves quickly. You need information and updates in real time on what's happening to your business, industry and competitors.

crisis-control

Solution

Crisis Control brings together your team on the right information as it happens using live dashboards, data firehoses, smart categorisation, trend detection and realtime alerts to inform time critical decisions and get ahead of the issue.

Key Technology
  • Full Twitter and Reddit Data Firehoses for news as-it-happens.
  • AI-powered trend detection to understand drivers of conversation.
  • Customisable realtime dashboards and alerting.
  • 495 million publically available posts daily across Facebook, Instagram, Twitter, Reddit, YouTube, Online news, Forums, Blogs, Reviews and websites.
BUSINESS CHALLENGE

To understand the real impact of your brand and opportunities, you need capture how many customers engage with you and your competitors- what they are saying and where?

loud-and-clear

Solution

Loud and Clear measures and understands how your customers are publically engaging directly with your content and brand. Use the data and compare it to your competitors engagement on similar products, services and issues.

Key Technology
  • Facebook API Public Page Comments.
  • Twitter Firehose Public Engagement.
  • Google Search Trends to understand who customers are looking for.
  • Sentiment, Emotion and Custom Topic Analysis.
BUSINESS CHALLENGE

Coming into a pitch, your team needs to be the smartest people in the room. You need to know as much as you can about a client, brand or a category in a really short space in time.

launch-pad

Solution

Launch Pad is used to fast track your understanding of consumer behaviour, feelings, opinion and trends. Use it in pitch type scenarios to find out where you can find customers and who the key or influential stakeholders are to inform content and strategy.

Key Technology
  • 1.3 trillion publically available posts from 2010 to present across Facebook, Instagram, Twiter, Reddit, YouTube, Online news, Forums, Blogs, Reviews and websites.
  • Machine Learning– Searching the Largest Historical Data Library in the world.
  • Natural Langauge Processing for Topic detection./li>
  • Machine Learning for Conversation Categorisation.
BUSINESS CHALLENGE

Competitor analysis is vital part of modern business survival. You need something quick and easy that reports movements and messages in real-time so you aren't left wondering about what your competitors are doing.

space-race

Solution

Space Race provides a current overview on your competitors through the lens of your customer. What are their positive and negative experiences, opinions on strengths and weaknesses, and which campaigns and events are successful at driving engagement?

Key Technology
  • 1.3 trillion publically available posts from 2010 to present across Facebook, Instagram, Twiter, Reddit, YouTube, Online news, Forums, Blogs, Reviews and websites.
  • Machine Learning– Searching the Largest Historical Data Library in the world.
  • Facebook Public Page Comments for Customer Engagement.
  • Google Search Trends to
    understand what drives customers
    to competitors and category analysis.
BUSINESS CHALLENGE

NPS is a good indicator, but just a number. You need more context. Why do customers feel the way they feel? What are the areas of your business that they like, and what are the areas you could improve on?

infinity-looop

Solution

Infinity Loop boosts the usablility of your NPS through active listening to understand the key drivers of positive and negative customer experiences. Suplement NPS with huge volumes of raw public conversations shared about your brand, products and services.

Key Technology
  • 1.3 trillion publically available posts from 2010 to present across Twitter, Reddit, Facebook, Instagram, YouTube, Online news, Forums, Blogs, Reviews and websites.
  • Machine Learning for Conversation Categorisation.
  • Facebook Public Page Comments for analysis of experience in and outside your channels.
  • Custom Content Analysis and segmentation.
BUSINESS CHALLENGE

People often find campaign reporting feels inaccurate and missing a lot of data about how customers respond. You need more confidence about what worked, what didn't and why.

mission-log

Solution

Use Mission Log to define your own sentiment and produce reporting to more accurately measure where your campaign is publically mentioned online. Find out how many people are resonating with the content, where, and what are the opinions and themes in their response.

Key Technology
  • 495 million publically available posts daily across Facebook, Instagram, Twitter, Reddit, YouTube, Online news, Forums, Blogs, Reviews and websites.
  • Facebook Targeted Post Comments (Dark Posts) captured on Owned Content.
  • Machine Learning for campaign specific custom sentiment analysis.
  • Custom webpage monitoring and tracking.
BUSINESS CHALLENGE

Making sense of what's happening in and around your industry is crucial for strategic planning. With no time, you need a smarter way to keep up with your industry and other markets that may soon impact.

horizon-x

Solution

Horizon X provides both a local and global overview to product and service innovation, content strategy and events that impact an industry's ability to grow. See the effect of government legislation and put a lens on current and future trends driving disruption in your category.

Key Technology
  • 1.3 trillion publically available posts from 2010 to present across Facebook, Instagram, Twiter, Reddit, YouTube, Online news, Forums, Blogs, Reviews and websites.
  • Powerful Boolean Fitering and trend identification.
  • Natural Language Processing (NLP) for Topic detection.