The Difference Engine

The Difference Engine
turns noise into knowledge,
knowledge to strategy
and strategy into results,
helping power marketing decision-making

What is the Difference Engine?

Unique to Four, The Difference Engine is an AI and human powered roadmap for campaign planning, implementation and measurement.

From start to finish, the Difference Engine links deep audience insights, behaviour change theory, campaign creation and advanced measurement techniques.

And we've built it from the ground up to harness the transformational power of generative AI and wider machine learning techniques.

Our Difference Engine tech stack includes more than 70 insights, research, channel, media, trends and behaviour change tools which we optimise and curate to develop difference making campaigns.

We achieve this through four phases that FUEL the difference

Focus

During the FOCUS phase, we set business and campaign goals, define behaviour changes, and use SMART objectives. We align on desired outcomes with the client, establish ROI targets, and benchmark best practices.

Understand

During the UNDERSTAND phase, we analyse audience insights, sector context, and data to create a strategy. This includes a COM-B model, creative brief, competitor analysis, customer journey, and channel strategy to achieve behaviour change.

Envision

The ENVISION phase focuses on creativity and campaign implementation, starting with brainstorming and idea generation. Outputs include the channel plan, creative route, campaign manifesto, behavioural solutions like EAST and nudges, project plan, and budget.

Learn

The LEARN phase involves measuring, evaluating, and reporting campaign performance using advanced tools. Outputs include campaign measurement, learnings, improvement plans, reports, and feedback, ensuring alignment with initial goals like behaviour change, engagement, and client satisfaction.

Key people

Chief digital and AI officer

Luke Alexander

Chief marketing performance officer

Sam Khachikyan

Chief executive, public sector

Anne Clarke

Group managing director

The Difference Engine