brand-measurement
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Chris Kelly Is Teaching Brand Advertising to Show Its Work
The Upwave founder has spent more than a decade turning brand measurement from a backward-looking report card into a tool for making the next decision.
Upwave
Upwave is a San Francisco-based marketing analytics company that measures whether brand advertising actually works. Its enterprise platform tracks Brand Lift, validates brand reach, and surfaces optimization opportunities across CTV, digital, social, streaming audio, retail media and linear TV in a single real-time dashboard. Founded in 2012 as Survata and rebranded to Upwave in 2020, the company gives the world's biggest brand marketers - Unilever, Clorox, Verizon, American Express, T-Mobile and others - a scientific read on top-of-funnel metrics like awareness, consideration and its proprietary Purchase Propensity metric.