Digitas Launches NX Score: The New Standard for Measuring Brand Connection

NEW YORK [August 7, 2025] - In an era where consumer attention is fleeting and traditional marketing metrics fall short, Digitas, the Networked Experience Agency, today introduced NX Score — a proprietary, AI-powered index designed to evaluate how deeply brands are connected to their audiences compared to competitors. Bringing together behavioral and attitudinal signals from multiple data signals to create a single, actionable value, NX Score provides brands with a clear view of their performance across today’s fluid consumer journey.

“With screen attention spans now less than a third of what they were 20 years ago, and competition among brands at an all-time high, marketers are under more pressure than ever to justify every dollar spent—especially in creative and brand-building efforts that are hard to measure,” said Jen Faraci, Chief Intelligence Officer, Digitas. “The NX Score closes that gap by showing how a brand’s connectedness in culture, content, and commerce directly impacts outcomes.”

 

The Signals Behind the Score

NX Score is a composite index, benchmarked against a brand’s industry and competitors, and built from both proprietary and publicly available data sources. Drawing from a range of signals including search trends, social engagement, purchase behaviors, and customer sentiment, a machine learning model processes these signals, distilling them into a single benchmarked score that can be updated in real time based on new data.

While the exact NX Score algorithm is proprietary, it’s designed to flex for each industry, brand, and competitive landscape—ensuring every networked experience is evaluated within the right business and consumer context. All data is aggregated and anonymous, ensuring privacy compliance and actionable insights.

 

NX Score in Action

With these insights, a CMO using NX Score can quickly identify their strengths and opportunities across key stages of the customer relationship—transforming complex data into clear, actionable insights that drive strategic growth and foster deeper consumer loyalty.

Available to current clients, NX Score is part of Digitas’ integrated intelligence approach coupled with its other proprietary tools like Digitas AI that are deployed by growth teams. This tool has contributed to Digitas’ integrated expertise and growth across data, creative, media, and strategy, and represents the agency’s evolution from a data-driven partner to an intelligence-driven leader—helping clients navigate and succeed in the AI era.

 

The Next Era of Brand Intelligence

As marketing continues to evolve at lightning speed, Digitas is just getting started with NX Score and is actively building even smarter predictive tools, integrating richer data sources, and unlocking new AI-powered capabilities to keep brands ahead of the curve. Its vision is bold: to help brands not only keep up with changing consumer behavior, but to anticipate it—seizing every opportunity and leading the way in a world where true connection is everything.

 

About Digitas

Digitas is the Networked Experience Agency, built on the vision that we create magnetic experiences that earn the right for brands to exist in human networks. Today, and tomorrow. We deliver Networked Experiences by leveraging comprehensive data, technology, creative, media and strategy capabilities. Digitas delivers ambitious outcomes via unique solutions that include Creative Experiences, Integrated Media, Addressable Relationships, Social Marketing and Total Commerce. Celebrated by Ad Age as Data and Insights Agency of the Year, U.S Campaign’s Brand Experience Agency of the Year, Media Network of the Year and celebrated by Forrester and Gartner, Digitas serves the world’s leading brands through a global network comprised of more than 5,500 employees across over 65 offices in 43 countries.

 

To learn more about NX Score and how it can transform your brand’s performance, visit Digitas.com. For press inquiries, please reach out to shaina.cooper@digitas.com.