Brandwatch Audiences identifies influencers, networks and trends that matter to help marketers target the right people with the right message at the right time
New York, July 26, 2016 — Brandwatch, the leading enterprise social intelligence company, today launched Brandwatch Audiences, a sophisticated new influence and audience analytics product powered by the largest independent influencer database of its kind.
Audiences allows marketers to instantly surface insights which helps them plan highly targeted campaigns and discover real-time marketing opportunities specific to their target customer segments. Users can build custom audiences from scratch, discover the influencers within them, and study the content they are sharing in seconds.
“Brandwatch Audiences helped me to quickly identify and understand my brand’s target audience within minutes,” said Linda Hoeberigs, data scientist, People Data Centre at Unilever. “The Audiences-created list we’ve developed helps us stay in the know about what’s relevant for our consumers at the moment. It’s a powerful source of real-time insight allowing us to quickly react through our brands to engage and create relevant content.”
With unlimited, fast and customizable searches and audience filtering, users can look deeper than anonymized demographics and aggregated data to find the individuals at the heart of any community. Audiences can be based on followers of any account, people who mentioned specific keywords as well as demographic and biographical information. Creating live dashboards will show what any group is currently discussing and the exact hashtags, images and stories they are sharing.
“The ability to extract large Twitter lists from Brandwatch Audiences, and their metadata, opens up amazing new possibilities to employ data science to better understand the wants and needs of our consumers,” Hoeberigs explained.
Audiences uses the PeerIndex ‘Influence Graph’, a live author database of over 200 million active Twitter users. The Influence Graph maps each individual’s interactions with other users, assigning an influence score based on the frequency of their engagement and, in turn, the influence of those they are engaging.
Each person’s network is mapped, showing who they influence and who they are influenced by. Any audience can also be automatically segmented based on network clusters, allowing users to find relevant and impactful influencers at the center of the most valuable or relevant segments or communities to involve in campaigns.
A leader in the social listening and analytics industry since 2007, Brandwatch has always offered customers the ability to search for mentions of their brand anywhere across the social web. Audiences provides an additional starting point for gathering valuable social intelligence about potential customers. As well as tracking keywords they can now identify the people that matter, discover untapped markets and segments and know how to reach them. It integrates with Brandwatch Analytics, allowing users to upload lists to study what influencers and audiences are saying about their brand and set up alerts for immediate notification when influencers mention any brand, competitor or campaign that they are monitoring.
Advertisers can easily export any Audiences list directly to Twitter for pinpoint targeting of social ads, allowing them to reach highly specific audiences and extend their secondary reach by putting ads in front of the people with the ability to spread messages to the right people.
Brandwatch is the world’s leading social intelligence company. Brandwatch Analytics and Vizia products fuel smarter decision making around the world.
The Brandwatch Analytics platform gathers millions of online conversations every day and provides users with the tools to analyze them, empowering the world’s most admired brands and agencies to make insightful, data-driven business decisions. Vizia distributes visually-engaging insights to the physical places where the action happens.
The Brandwatch platform is used by over 1,200 brands and agencies, including Cisco, Whirlpool, British Airways, Heineken, Walmart and Dell. Brandwatch continues on its impressive business trajectory, recently named a global leader in enterprise social listening platforms by the latest reports from several independent research firms. Increasing its worldwide presence, the company has offices around the world including Brighton, New York, San Francisco, Berlin and Singapore.
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