Press release
Anticipating upcoming pitches: andzup integrates a predictive scoring model into its platform
The data platform dedicated to the ecosystem of agencies, advertising media owners and media is expanding its offering with a new feature: Pitchscore.
Pitchscore is a predictive analysis model designed to identify advertisers that are most likely to launch a pitch in the near future. By cross-referencing multiple market signals, this new feature aims to provide communication professionals with a more forward-looking view of market dynamics.
Agencies usually discover pitches when they are already underway. At that point, relationships between advertisers and agencies are often already established, briefs structured, and room for manoeuvre more limited, or even non-existent.
However, pitches rarely arise in a completely unpredictable way. Most of the time, they are part of cycles linked to contract durations, organizational changes within advertisers, or dynamics specific to certain sectors. These are indicators that, when analysed over time, can reveal favourable moments for a reopening of the pitch process.
Based on this observation, andzup has launched Pitchscore.
Cross-referencing market signals
The scoring takes several types of accounts into consideration: communication, creative and media.
The analysis considers, in particular, different indicators such as:
– contract end dates,
– active pitches,
– budget renewal cycles,
– appointments of strategic decision-makers within advertisers,
– recent activity,
– dynamics observed in the market.
These different signals are cross-referenced to estimate the probability (“low”, “medium” or “high”) that an advertiser will launch a new pitch in the near future. The score is automatically recalculated each month to provide a higher level of precision in the predictions.
Towards a forward-looking view of the market
With a predictive approach, the objective changes: to identify the signals that anticipate upcoming decisions.
For agencies and media owners, this more forward-looking view of the market makes it possible, in particular, to prioritise certain accounts and direct their commercial actions at potentially more relevant moments within the decision-making cycle.
Pitchscore is already integrated into the andzup platform and is accessible to all users. This evolution is part of the publisher’s intention to offer a more structured and actionable reading of advertising market dynamics, combining sector monitoring, analysis and data activation, as well as decision-support tools.
