Dollywagon Launches 'Colourtext' Social Media Tool

North of England-based company Dollywagon Media Sciences has launched a new business called Colourtext, which offers a dashboard providing semantic analysis of content on social networks.

Dollywagon, which was founded in 2009 by former EMAP Head of Audience Insight Jason Brownlee (pictured), offers a patented 'influence search engine' to pinpoint key influencers and thought leaders on social media. His firm is also behind the design and development of radio ad effectiveness measure RadioGAUGE.

The new firm says that unlike many products which focus on quant-based metrics breaking down a brand's social media 'buzz', its new natural language analysis platform automatically 'reads' data drawn from social networks, customer satisfaction surveys and CRM programmes to examine how people think or feel about brands.

Brownlee says Colourtext 'identifies and quantifies the full spectrum of feelings, perceptions and thoughts' expressed by social media users. He adds: 'It moves your business forward from 'social listening' to 'social insight' by capturing what social communities are discussing, thinking and feeling.'

Web site: www.colourtext.com .