Demand evidence
Paza structures public search, conversation and review signals into pains, triggers, motivations, preferences and switching drivers, with the evidence behind each theme.
Pre-Campaign Intelligence
Decide where to spend before the campaign starts, not after it ends.
Pre-campaign intelligence is the work done before a brief is locked: confirming that demand exists, understanding why people buy or switch, finding the communities and creators that already hold attention, and agreeing how success will be measured. Paza brings that evidence into one place so planning decisions can be traced back to signals instead of assumptions.
Why this matters
Make the decision before the spend.
- Campaign briefs are often written from last year's plan, broad demographics or platform targeting rather than evidence of current demand.
- Creator and partner selection happens before anyone has checked whether their audiences match the people actually showing demand.
- Market-entry and launch campaigns go live without knowing which communities, channels or regions are already talking about the problem.
- Measurement is agreed after launch, so post-campaign reports describe activity rather than answering the original business question.
What Paza does
Demand state
Signals are read as stages such as emerging interest, exploration, active evaluation, action and switching, so the campaign can match where the audience actually is.
Communities and authority
Social Listening maps the communities, channels and authority nodes around that demand, so activation starts where relevant conversations already happen.
Creator and partner fit
Creator Discovery evaluates creators against the demand and audience evidence rather than follower counts alone.
Measurement plan up front
Before launch, define the outcomes, first-party signals and comparisons the campaign will be judged on, then capture them through Paza Companion and campaign measurement.
How it works
01
Frame the decision
Start from the business question: a launch, a new market, a category push or a sponsorship decision.
02
Gather and interpret evidence
Collect demand, community and creator signals for the markets in scope and turn them into a short list of themes, audiences and environments.
03
Commit with a measurement plan
Choose channels, creators and messages with the evidence attached, and agree the signals that will show whether it worked.
What teams can take forward
- A brief grounded in current demand evidence rather than assumptions.
- A short list of communities, channels and creators that fit the audience showing demand.
- Messaging themes drawn from the pains, triggers and motivations people actually express.
- A measurement plan agreed before spend, so the post-campaign review answers the original question.
Related Paza capabilities
See this on your own market
Tell us the brand, market and decision you are working on. We will walk you through what Paza shows for it.
Frequently asked questions
What is pre-campaign intelligence?
Pre-campaign intelligence is the evidence gathered before a campaign is committed: where demand exists, what drives it, which communities and creators are relevant, and how success will be measured. Its purpose is to change the plan, not to describe it afterwards.
How is it different from campaign analytics?
Campaign analytics reports what happened after launch. Pre-campaign intelligence is used beforehand to decide markets, audiences, creators, messages and the measurement plan.
Who uses pre-campaign intelligence?
Brand and marketing teams planning launches or market entry, agencies preparing pitches and plans for clients, and event or sponsorship teams deciding where and how to activate.
Does Paza run the campaign as well?
Paza can carry the work into creator discovery, campaigns and Companion activation so the same evidence and measurement plan follow the campaign, but the pre-campaign analysis is useful on its own.