Brandwatch Debuts 'Iris' In-App Analytics Tool

Social media intelligence specialist Brandwatch has launched an in-app analytics tool called Iris, combining machine learning with human analysis to provide faster insights from social media data.

Brandwatch archives millions of social media conversations each day and provides users with the tools to analyse them. Its new solution automatically analyses 'large' conversations happening around high profile brand ads or online launches, and explains what caused those conversations to grow. Once detected, the tool analyses historical data to see if those drivers are new, then recognizes what demands online attention, and how certain social media audiences gather around particular messages and content.

The tool, built into the firm's flagship Brandwatch Analytics solution, is the first feature to come from the newly merged Brandwatch and Crimson Hexagon product team. Rebecca Carson (pictured), Chief Product Officer, comments: 'Iris can help anyone discover insights in their data quickly. It automatically detects any significant changes in online conversation, then uses AI to find the underlying root cause of the trend. The tool will help novice users get up to speed quickly and help our expert users improve their analysis, discovering new trends and issues that would previously have been undetectable to the human eye'.

Web site: www.brandwatch.com .