NetBase Unveils Segmentation and Targeting Offer

Social media analytics company NetBase has introduced a new approach called 'Audience Marketing with micro@scale', segmenting and then targeting consumers based on their social media interactions and profile.

NetBase'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. The firm is expanding and developing its offer with the help of $15.2m of new funding secured in July.

The new approach uses NetBase's patented technology to give users a view of consumer psychographics and consumption habits, segmented by gender, geography, life interest and lifestyles. It can also provide analysis of people's needs and wants, likes and dislikes, as well as what they have watched, bought or recommended.

After segmentation, the micro@scale advertising process allows direct personalized targeting of the selected profiles.

CMO Pernille Bruun-Jensen (pictured) comments: 'For the first time, companies in every industry vertical will know not only what's being said about them, but be able to target real-time within context and social media profiling.'

Web site: www.netbase.com .