NetBase Adds Segment Building and Analysis Tool

In the US, social media analytics company NetBase has added a feature called Audience Fingerprints to its core product, to help brands and agencies uncover audience insights for use in personalized marketing campaigns.

The company's social media tools analyse consumer opinion, emotion and behavior using a natural language processing (NLP) engine combined with other text analytics and machine learning to process billions of posts. In July, the firm added 'PowerTags' and 'Sentiment Classification' tools, to enable clients to assign meaning and tailor analysis of their customers' social media data.

Audience Fingerprints allows clients to extract insights from customer segments, for example to understand what a segment is saying about a specific topic or campaign. An audience segment can be as large as 500,000 authors, and can be custom-created to understand views of a brand or to identify promotional opportunities.

CMO Pernille Bruun-Jensen (pictured) comments: 'Consumers expect brands to know them on a personal level - what they like, their shopping patterns, and habits - and to use that knowledge to surprise and delight them. Audience Fingerprints helps brands and agencies unlock these insights - all with a goal of creating differentiated and relevant customer experiences'.

Web site: www.netbase.com .