People Pattern Debuts Audience Insights Platform

Texas-based audience intelligence and segmentation specialist People Pattern has launched a platform called Audience Insights, which helps clients make sense of and draw insights from unstructured public data.

Led by Ken Cho and University of Texas computational linguistics professor Jason Baldridge, People Pattern helps brands harness public, unstructured data to determine who is paying attention to a brand, and help understand the make-up of its social media audience.

Using the platform, brands can use data gathered from posts, tweets, commentary and reviews, combined with unstructured data from CRM, customer loyalty campaigns and transactions, to predict and segment audiences by demographics, interests and media behaviour. The platform uses natural language processing and machine-learning algorithms to identify and classify personas from data sets across multiple sources, helping brands define high-value audiences.

Cho comments: 'Brands have amassed vast social media audiences, but know extraordinarily little about the demographics, interests, attitudes and opinions of audience members. People Pattern provides real data science to harness and understand public expression, and connect public data to audience segments and personas that fuel marketing.'

Web site: www.peoplepattern.com .