Until now, none existed. The weDISCOVR Signal Intelligence Index is the first one. Eight sub-indices, seven patents, one composite score that brands, agencies, and investors can read and benchmark.
Every Nielsen rating, every Kantar survey, every Placer footfall ping was built for media buying, panel research, or location measurement. None were built for what happens when a person scans a QR at a festival, engages with a brand in AR, gives consent, and walks away with a product.
The behavioral moment · the scan, the engagement, the consent, the claim, the return · is the most powerful signal in physical marketing. And it has had no standardized measurement instrument.
Tell you who scanned. Not who engaged, not who opted in, not who bought, not what the audience composition was. Raw counts without context.
Tells you what people say they did at events. Self-reported, lagging, expensive, and uncorrelated with actual purchase behavior at the venue.
Tells you bodies moved through a geofence. Doesn't tell you which bodies engaged with which brand, or whether the brand presence drove any behavior.
Every Drop is scored across eight sub-indices, each capturing a distinct signal layer. The composite wSI score is what brands, agencies, and investors read. The sub-indices are how you understand why.
Brand performance relative to its category. Did the activation lift this brand vs its competitors at this exact venue?
Venue contribution to the Drop score. How much of the activation's lift came from the space itself vs the brand creative?
Audience alignment score. How closely did the cohort that scanned match the brand's stated target audience?
Curator delivery against wSI targets. Did the Curator behind the event deliver the audience and density they promised?
Drop mechanics vs best-in-class. Did the AR scene, the offer, the unlock work as well as the top decile of similar activations?
Urban cultural activity baseline. Adjusts the score for the underlying cultural temperature of the city on the activation day.
Real-time market conditions adjustment. Weather, transit, competing events · the wSI accounts for what was happening around the Drop.
Attribution and revenue tracking. How much directly attributable revenue closed at the booth, by SKU, by hour, by cohort.
The wSI is built to be read by everyone in the brand-activation supply chain. Same composite, different uses.
Run two Drops at the same festival in consecutive years. Compare their wSI scores side by side. Track whether your activation is improving, plateauing, or losing ground against the category baseline.
Manage five brand clients. Benchmark them against each other and against Kantar CPL baseline. Build a single reporting view that justifies your retainer and your media buy decisions.
Watch wSI scores roll up across a portfolio of brand activations. Detect category momentum early. Identify which Drops are driving real attributable revenue vs which are awareness theater.
Karneval der Kulturen · Berlin · May 22 to 25, 2026. The first time the wSI ran against real audiences, real brand activations, and real Curator delivery, all in production. See the results, or get on the next Drop.
