Crimson Hexagon Launches 'Audience Affinities'

In the US, social media analyst Crimson Hexagon has added a feature called 'Audience Affinities' to its ForSight platform. This allows marketers to draw on the firm's library of more than 600 billion Twitter posts and determine how likely a brand's audience is to be interested in a specific topic.

Using the ForSight platform's technologies for analysis and data visualization, Affinities taps into more than seven years of social media data, in order to uncover insights about the interests of customers and target markets. Brands can use these insights to improve the ROI of a variety of activities, such as advertising buys, consumer research and brand messaging.

Crimson Hexagon claims that as opposed to other market solutions, which analyze interest areas based solely on self-identified topics in users' bios, Affinities assigns interests with reference to the people and organizations the consumer engages with and the common topics that they discuss.

John Donnelly (pictured), the company's SVP of Global Sales and Marketing, comments: 'Marketers use social analytics for many reasons - to benchmark against competitors, measure influence and track the reach of a campaign. With ForSight, and Affinities specifically, brands and agencies gain access to a goldmine of insights that help them put the customer at the center of any campaign, ultimately leading to higher acquisition rates, more qualified leads, better engagement and increased sales.'

Web site: www.crimsonhexagon.com .