Brandwatch Debuts New Product, Claims 'New Category'

Social media monitoring firm Brandwatch claims to have launched a new category called 'Digital Consumer Intelligence', which combines social media, (other) digital, survey and first-party data and applies artificial intelligence and data science techniques to generate new customer insights.

Brandwatch archives millions of social media conversations each day and provides users with tools to analyse them. In October, the company merged with social media analyst Crimson Hexagon to create a new business under the Brandwatch name; and last month, it unveiled a new Consumer Research product, bringing together its original front-end platform with Crimson Hexagon's machine learning techniques and historical data archive.

The firm now says established methods for understanding consumer opinions are too unwieldy and expensive to cope. Through the new Digital Consumer Intelligence market category, the firm says brands can bring the voice of the consumer into their decision making 'at speed and scale', so that their products, services and business strategies can better compete in the digital era. The company is launching a new Consumer Research product, which will provide a 'marriage' between Crimson Hexagon's AI-driven analysis of unprompted social media posts; and recently acquired Qriously's global reach for real-time, prompted digital survey responses.

Giles Palmer (pictured), founder and CEO of Brandwatch, explains: 'Digital Consumer Intelligence is all about enabling our customers to understand consumers across multiple data sources to inform and improve product and service offerings, all while keeping consumer privacy and rights safe'.

Web site: www.brandwatch.com .