US Firm Helixa Debuts New Audience Intell Platform

New York-based firm Helixa has launched Discovery, a new data-driven audience intelligence platform incorporating customer feedback to promise users rapid, granular insights for US and global audiences.

Helixa was acquired in late 2021 by ad and media planning solutions group Telmar. The new launch builds on Helixa's SaaS audience intelligence platform, which taps social media data for insights into audiences' demographics, psychographics, engagements and behavior - including segmentation.

Discovery features an improved interface, and allows customers to define their own pre/post timeframes and analyze changes in audiences' interests and affinities; to change and customize the indexing base and compare results against any baseline relevant to their business; to segment their existing audiences with more advanced algorithms and reporting options; and to segment the 'adjacent possible' audience defined as those who are reachable but not in the current set.

Users can also analyse and engage the audiences behind any Twitter conversation, identify the nuances among the subgroups of any audience, and uncover influencer marketing opportunities.

CEO Florian Kahlert (pictured) comments: 'We listened to our customers and took our time to refine and advance the things they liked and fix the things they thought could use improvement. We believe the result is an exciting leap and our customers in the Agency, Media, and Brand space will appreciate the new features and improvements'.

Web site: www.helixa.ai/discovery-platform .