Categories and Tags


Categories are designed to help you segment your data by whichever topics matter most to your business. This might be emotions, customer service issues, product features, particular campaigns or even customer lifecycle stage.

Categories are one of the most powerful ways to analyze your data, and are critical for many brands seeking to conduct advanced analysis or research.

Unlike Tags, Categories can be grouped with parent and child characteristics. This means if you were tracking conversations about Ben & Jerry’s, you could have a Category of flavor with Subcategories of Cherry Garcia, Chubby Hubby, Chunky Monkey, etc.

These categories are defined by you, and can be applied to mentions in bulk or by making intelligent use of Rules. The mentions that match your Categories can be determined using any of the filters in Brandwatch Analytics, and can even be determined using the same Boolean operators available in Query construction.

Combined, this allows you to make Subcategories as specific as:

Posts from influential female Canadian authors Tweeting from an Eastern European country whose comments include the word ‘red’ within five words of the word ‘blue’.

Which, when applied to the Chart Component, could be plotted against other Subcategories.

Almost all of the Components in Brandwatch Analytics can be filtered to include or exclude particular Categories, or to break out data to show Categories by each Subcategory.

Categories and Tags can also be used to compare pre-defined themes using the Topics Component.


Tags are a light-weight and free-form way to segment your data by any of the same ways you can determine Categories and Subcategories. They are designed to be created on the fly, meaning you can add any mention you discover to a newly-created tag instantly.

These can be applied either manually, either individually or in bulk, or automatically with Rules. Once applied, as with Categories, you can then use them to filter or chart your data.