Nearshore Solutions
AI / ML
Back-end
Data
Digital Media
Development Expertise
Outsourced Services
Sparks and Honey, a renowned cultural intelligence consultancy, empowers organizations to navigate the ever-evolving landscape of cultural shifts and trends. As part of the Omnicom Precision Marketing Group, Sparks and Honey leverages their AI-powered intelligence platform, Q™, to quantify and predict cultural insights, igniting transformation for brands and consumers alike.
A division of Omnicom, the large public marketing services company, S&H focuses on creating AI driven insights to its large universe of advertising partners
The Challenge
Sparks and Honey embarked on a mission to enhance their Q™ application to better serve their clients' evolving needs. The challenges included:
- Legacy Application Support: The existing Q™ application required maintenance and improvements to ensure it continued to function efficiently. Azumo was tasked with providing break/fix support and adding new features to the legacy Python application.
- Data Enhancement: To improve data ingestion and enhance the accuracy of cultural insights, Azumo developed custom scrapers for data collection.
- Architectural Redesign: The monolithic design of the application hindered agility and rapid feature development. Sparks and Honey needed an architectural overhaul to support client-specific requirements and enable faster updates.
The Solution
Azumo collaborated closely with Sparks and Honey to deliver a comprehensive solution that addressed these challenges:
Getting Results
The collaboration between Sparks and Honey and Azumo yielded significant outcomes:
- Enhanced Application: The Q™ application was transformed, becoming more agile, feature-rich, and aligned with client needs, all while maintaining its design integrity.
- Data Accuracy: Custom data scrapers and enhancements led to improved data ingestion, resulting in more accurate cultural insights.
- Efficiency: The separation of frontend and backend components allowed for faster updates and feature additions, enhancing overall efficiency.
- Insightful Briefings: Generative AI-powered support during briefings improved the quality and depth of insights shared with clients.
- Tailored Reports: Sparks and Honey could provide highly customized reports to Omnicom clients, increasing the relevance and impact of their cultural intelligence.