Mindshare Launches Conversation Analysis Tool

WPP media agency Mindshare North America has launched a tool called Counting Words, which examines online consumer conversations on a brand-by-brand basis via a visual dashboard, in order to explore the relationships of target words and messages with brands within a category.

Counting Words examines brand-based social media conversation and compares competitors. In addition, it offers real-time measurement of pre-campaign, in-campaign, and post-campaign brand territory ownership.

The new tool is the first in a suite called The LOOP, which has been developed by software development unit Mindshare Labs. Other tools will include 'Moments' to identify when consumers are most receptive to brand messages; 'The Map', a tool combining geographical data to generate insights into local-level consumer behavior, media trends and campaign performance; and 'Explorer' which visually maps and analyses consumer pathways to an online conversation - for instance, from a coupon download to a sale.

Harrison Shore, Director of Mindshare Labs, comments: 'As an agency, we are uniquely positioned to unify different data assets into coherent, actionable insights - which is where Mindshare Labs comes in. We're using cutting edge techniques and visualizations to create the 'new world' insights platforms that will drive our clients' brand and communications decisions today and into the future'.

Web site: www.mindshareusa.com .