Budget Planning
CEP
Shopper Missions
Creative Signal
Custom agents01
Discover
Work together to define success and your strategic priorities.
Data · Technology · Intelligence
Unlock the potential of your data.
We're a freethinking data and technology company. We craft bespoke data solutions for brands and businesses, and build the platforms that put them to work.
Already a client? Log in to
The three bars of the Intelligence22 mark, with a fourth, taller bar filling up beside them for the potential in your data, and the three things our clients decide with it: brand health, commercial performance, and marketing and media.
Trusted by teams at
What we do
We specialise in data solutions shaped around each client. Our core services include:
Data Strategy Development
Crafting data-driven strategies to align with your business goals.
How we measure maturityData Integration
Connecting disparate data sources into one governed view of your business, in .
Data Visualisation
Unlocking actionable insight from your data to drive informed decisions, in .
SeeAI Agents and Workflows
Agents, skills and workflows that put AI to work on your data, in the Freethinking Hub, powered by 
potent.ai.
Custom Software Solutions
Developing bespoke software tools that solve specific business challenges.
How we work
A collaborative journey, from strategy to scale.
The ecosystem
Your data, governed, then put to work.
Everything comes in through , where it's governed. Then it goes wherever it's needed: for your whole team, the Freethinking Hub’s tools and agents, or in a secure flow straight into your business. And what comes back makes the next decision better.
What comes in
Media platforms
Search, social, display and video
Web analytics
Sessions, journeys and conversions
Sales & business data
Orders, revenue and targets
Plans & budgets
Media schedules and flights
Market & audience data
TV audiences, surveys and ad intelligence
potent.ai research
Source-linked, reviewed by our analysts
Governed
- Collect
- Map
- Define
- Check
- Publish
Where it goes
- Reports, KPIs & alerts
- Insights
- Expert commentary
- Ask about your data
- Your AI assistant, via MCP
Your business
A secure flow into your systems
- Secure feeds
- Your BI tools
- Your AI tools
What it drives
Plan
Audiences, budgets and where the next pound goes
Act
Changes made while campaigns are live
Measure
Brand health, commercial results and what really worked
Every outcome improves the next decision
- Governed by design
- Permissioned access
- Source-led answers
- Human review
- Audit trail
- ISO/IEC 27001
Your data
Media platforms, web analytics, sales and business data, plans and budgets, collected automatically and kept exactly as they arrived.
Market & audience data
TV audiences from Barb and TechEdge, surveys and brand tracking from YouGov, ad intelligence from Ad Intel, and search trends, so your own numbers are read against the market around them.
potent.ai research
AI research from approved sources. Every finding links to where it came from, and our analysts review it before it counts.
Collect
Every file comes in, and the raw copy is kept exactly as it arrived.
Map
Your naming rules turn years of campaign names into the groups you report by.
Define
One reviewed definition of every metric. Whoever writes a change can't approve it.
Check
Every part arrived and the counts match. Anything missing is flagged, never shown as zero.
Publish
A numbered, checked version that everything reads, so every figure can say where it came from.
Reports and KPIs for your whole team, alerts on the rules you set, insights and recommendations from potent.ai, and commentary from the experts who run your account. Your own AI assistant can connect to it too, through MCP, with the same permissions.
Freethinking Hub
The group’s tools and agents, working from the same governed data: Budget Planning, CEP, Shopper Missions, Creative Signal and custom agents, with potent.ai as the AI inside them. Better data makes them better. See the tools
Your business
The same governed data, in a secure flow into your own business: your data warehouse, your BI tools and your own AI tools, with access controlled and audited all the way.
AI work comes back in
What potent.ai produces can come back in as data, through the same checks as everything else, before anyone relies on it.
Results come back in
What you did, and what happened next, flows back in as data. Each plan starts from the last result, not from a blank page.
So it keeps improving
Every outcome improves the next decision. The longer it runs, the more it knows about what works for you.
Plan
Audience insight, category entry points and budget setting, so you know where the next pound should go before you spend it.
Act
Live reporting, recommendations and alerts while campaigns run, so changes happen in time to matter.
Measure
Performance reporting, brand health and marketing mix modelling that show what really worked, and what to do next.
Our products
Two platforms, built in-house.
is the engine room that governs your data. is where your team sees what it means, with potent.ai, our AI, at work inside it.
The engine room
Our governed data platform. It collects your data, applies your naming rules, holds one reviewed definition of every metric and publishes a checked version. Nothing reaches a report until it has been through every step.
- Collect
- Map
- Define
- Check
- Publish
What your team logs into
Live reports and KPIs, alerts on the rules you set, insights and recommendations that harness potent.ai, commentary from the experts who run your account, and forecasts that show their working, all from governed figures.
- Reports & KPIs
- Alerts on your rules
- Insights
- Expert commentary
- Forecasts
- Ask about your data
- Meeting packs
Our approach to AI
AI where it helps, on a short leash.
Our AI has a name: potent.ai. Wherever you see its mark, AI is at work, and a person stays in charge of what it does.
Where you'll see it
Insights and recommendations for the people who run your account, answers to questions about your data, and the research behind our trackers.
Agents and skills
Agents you can talk to and skills that do a job the same way every time, for each client, behind one sign-in to the Freethinking Hub.
On a short leash
AI only sees governed metrics, never does the arithmetic and never publishes. It only runs where a client has agreed it can.
Inside
Know where you stand
Every KPI carries its trend and its target. One that’s out of line is marked and says why, so what needs attention is obvious.
Question every number
Switch the metric, the breakdown or day, week and month straight from the chart's title. Nothing to rebuild.
See where it lands
Forecasts name their method and show a likely range. When there isn't enough history, they say so instead of guessing.
Read the story
Commentary from the people who run your account. A named person reviews and publishes every word before you see it.
Freethinking Hub
More tools. One sign-in.
Alongside and , the group’s tools for planning, research and creative live in the Freethinking Hub, with potent.ai as the AI inside them. Open one to see what it does.
Governed from source to screen
Trust every number.
Numbers only help if people believe them. So governance and security aren't a layer we added at the end; they're how the platform works.
One definition of every metric
Each metric is defined once, in , and reviewed before it goes live. Whoever wrote a change can't be the one who approves it.
Every number shows its working
Raw data is kept exactly as it arrived. Every figure can say which version of the data and which rules produced it.
Your data stays yours
Clients only ever see their own data, and viewers, editors and admins each get exactly what their role allows. Automated tests check that boundary.
Two-factor sign-in, always
Two-factor authentication is mandatory, repeated sign-in attempts are blocked, and every page is served with strict security headers.
A history you can't rewrite
Changes to the data platform go into an audit log that can't be edited or deleted, and every report keeps its full revision history.
AI on a short leash
Our AI, potent.ai, only sees governed metrics, never does the arithmetic and never publishes anything itself. It only runs where a client has agreed it can.
The data platform under .
is The Freethinking Group's data platform. It collects your data, applies your naming rules, holds the definition of every metric and publishes a checked version for to read. Nothing reaches a report until it has been through every step.
- CollectPlatform data arrives and the raw files are kept unchanged.
- MapYour naming rules turn campaign names into clean groupings. Rules, not code.
- DefineEvery metric gets one reviewed definition.
- CheckA new version only publishes when every part has arrived and the counts match.
- Publish reads the published version, and only that.
About us
Founded in 2020, we were born out of the data-rich advertising and media industry, with a vision to redefine how businesses engage with data to deliver profit. As a forward-thinking data and technology company, we specialise in crafting bespoke solutions that transform the way our clients operate.
Our passion lies in addressing unique challenges, empowering brands to unlock the full potential of their data, and driving meaningful transformation through tailored technology. With every project, we aim not just to meet the needs of our clients, but to unlock new possibilities for growth and set them on a path to success.
Part of The Freethinking Group
- Employee-owned
- Accredited Real Living Wage employer
- Investors in People accredited
- ISO/IEC 27001 certified
Contact
Let's talk data.
Tell us the question you can't answer yet. We'll show you how and would answer it.
[email protected]
Manchester office
4th Floor, 26 Cross Street
Manchester M2 7AQ
Clients
Log in to