Brandwatch Adds Benchmarking Tool

Social media intelligence company Brandwatch has added a service called Benchmarked Reports to its Audiences analytics product - allowing users to compare any three audiences, including the followers of any Twitter account.

Brandwatch says the approach, which allows users to develops targeted strategies based on what makes their customers 'unique, compared to a very similar group of people', helps to avoid biased data leading to wrong conclusions. The firm believes 'no other product on the market can do this'.

With the Audiences product, clients can identify the best people for influencer marketing or user-generated content campaigns, from a database of over 300m Twitter users; pick out potential customers real-time based on what they talk about and who they follow; and conduct quick, custom research reports into the demographics, interests and professions of target audiences.

Rebecca Carson, VP Product, Social Insight, comments: 'As a researcher myself I know the best insights come from understanding the differences that make us unique, and which similarities bind us together into tribes... Our platform does the heavy lifting comparing and contextualizing your data, so that you can instantly gain insight into who your audiences are and what matters most to them'.

Brighton, UK-based Brandwatch also has offices in New York, San Francisco, Berlin, Stuttgart, Paris and Singapore, and is online at www.brandwatch.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.