New Name, New Product for Social Media Analyst Whit.li

US-based social media analyst Whit.li has been renamed Mattr and has announced an enhanced platform offering audience segmentation by personality, demographics and interests.

The new platform, currently in beta phase, includes five new functions which the firm says will provide deep consumer insights, and will be on show at this week's AdWeek event in New York. In addition to the above audience segmentation, the new features are the ability to create and compare 'Personas' using personality type and demographics; to benchmark a brand's audience against an industry or competitor; the option to view responses to specific social campaigns or individual tweets by segment; and measurement of 'Sentiment Variance', comparing the balance of positive and negative feelings about a brand with the norm.

CEO Jack Holt (pictured) says the company will manage the Beta carefully but 'does want to open it up to a larger audience quickly'. He adds: 'Anyone who's spent time, money and effort on a large market research study will realize the benefit of our method of using social data to analyze consumer preferences. We provide new levels of insight and same-day results at a small fraction of the cost of traditional studies and make it extremely easy to monitor changes over time.'

Web site: www.mattr.co .