Brand tracking is at a crossroads.
It’s no longer enough to look backwards and evaluate brand performance over time. Thanks to new AI capabilities and advanced analytics, it’s possible to track performance dynamically and inform business decisions as they need to be made.
But what’s the best way to do this? Scrapping an existing tracker is an expensive and risky proposition. Taking a chance on a new product is also fraught with risk and challenges.
Is there a way to get more from a current tracking investment and integrate real-time capabilities into a current tracker?
The answer is yes.
At CMB, we’ve been formally evaluating more than 100 AI-embedded tech solutions, alongside direct applications of generative AI, and exploring new ways of building and upgrading trackers. This has included running numerous self-funded pilots and test-and-learn projects for clients, as well as partnering with best-in-class application developers.
Our commitment and experience give us a unique perspective on where AI fits, how trackers can be improved no matter what kind of system is in place, and the best ways to create immediate value.
A More Continuous Tracker
One of the fastest ways to upgrade a tracker is by integrating Intelligent Signals, an AI-powered market intelligence solution we have developed that fuses primary research with external signals to help organizations spot emerging trends and market shifts earlier.
Built as a client-specific platform, customizable with MCP-compatible integrations, it plugs into existing research and enterprise workflows to turn a broader set of signals into faster, more confident decisions.
Purpose-Built for Individual Clients
Unlike traditional SaaS platforms, Intelligent Signals is purpose-built for each client. Each solution starts with the organization’s specific business challenge and is designed around the questions, sources, audiences, competitors, and signals that matter most, while seamlessly integrating with existing research and enterprise technology ecosystems.
Intelligent Signals: How It Works
Our solution uses AI agents to continuously scan digital channels and market conversations. It filters the noise and surfaces the patterns that matter, connecting a shift in sentiment to a competitor’s pricing move, or a spike in search behavior to a new storyline in the press. These signals are integrated with primary research to provide a continuous, broader view of customer attitudes and behaviors taking shape.
How Is This Different from Advanced Social Listening Tools?
Instead of static dashboards or one-off reports, your teams get a living picture of how the market is talking about your brand, updated as it happens. That means less time spent piecing together fragmented signals, and more time acting on intelligence that’s already been synthesized into something clear and usable.
What It Solves For
When done right, a modernized tracker becomes much more than a recurring research program—it becomes a living intelligence system built around the decisions the business needs to make.
Sometimes, it helps to hear directly from existing clients detailing their experiences. Intel recently deployed Intelligent Signals to complement their existing tracker and joined us at CRC to discuss this work. Get access to a video and our CRC presentation here.