Vibes Launches Messaging Analysis Tool

US-based mobile marketing firm Vibes has launched a tool called Conversational Analytics, which uses natural language processing (NLP) to extract consumer insights from unstructured messaging content.

Built on the Vibes Mobile Engagement Platform, Conversational Analytics adds to the firm's existing Advanced Analytics tool, enabling marketers to see which mobile experiences provide 'meaningful connections' with consumers. Powered by Amazon Comprehend, the new tool uses machine learning to find insights and relationships in the messaging content exchanged between brands and consumers, and provide a more comprehensive understanding of the purchasing journey. Views into customer sentiment can be surfaced to improve personalization and targeting; and the solution offers key phrase detection and topic modeling to identify what information customers are looking for. Performance can be analysed against location, segment and industry benchmarks.

Brian Garofola (pictured), CTO at Vibes, comments: 'We power messages for more than 200 consumer brands and have done so for the past twenty years, so it was imperative to build NLP capabilities into our Advanced Analytics product to further inform marketers about the consumer journey. Our AI-driven marketing suite enables marketers to manage customer journeys from start to finish in a highly visual and intuitive way'.

Web site: www.vibes.com .