Brandwatch, Crimson Hexagon merger gives increase to social-based market intelligence

The combination between social intelligence firms Brandwatch and Crimson Hexagon — introduced Thursday — will lead to a brand new platform that integrates social media hearing and research about markets, brand names and consumers.

That’ s according to Brandwatch CEO plus co-founder Giles Palmer. He recognized that both companies have basically “ solved the same problem” associated with helping brands understand what was being stated about them, and about topics that curiosity them on social media.

More machine learning, much better UI. But , he or she added, Crimson Hexagon, a Cambridge, Massachusetts-based company founded on Harvard study, has more extensive capabilities for AI and machine learning than their company’ s few data researchers.

On the other hand, he mentioned, Brandwatch offers a greater scale and also a better user interface. In the integrated system that will emerge in about a 12 months, Palmer said marketers will get the very best of both, as well as an improved customer care that draws from Brandwatch’ s i9000 more tech-focused team and through Crimson’ s more customer-oriented support.

Additionally , he stated, the newly enlarged firm — called Brandwatch — will go after innovative technology through an engineering group of nearly 200.

Palmer noted that existing Red Hex customers will be able to continue their own accounts for up to three years if they therefore desire, even past the point once the integrated platform will launch. Red Hex will continue its Cambridge office, and Brandwatch, based close to London, will expand its Ny branch.

Precisely why it matters.   This particular evolution of Brandwatch into an interpersonal media-based business intelligence platform echoes Sprinklr’ s statement last year that it was changing into a social media-based customer encounter platform. Given social media’ s i9000 power as a mainstream communications device for U. S. Presidents and more, it’ s likely that various other social platforms will similarly increase their capabilities into related locations.

This merger along with Crimson Hexagon is Brandwatch’ h latest addition to its intelligence system. A year ago, it announced the purchase of content/influencer tracking platform BuzzSumo, which usually found such things as trending topics. Within 2014, Brandwatch bought social impact startup PeerIndex, and turned the data and tech into the Audiences product.

This story first appeared on MarTech Today. For more on marketing technologies, click here.


About The Writer

Barry Levine covers advertising technology for Third Door Press. Previously, he covered this area as a Senior Writer for VentureBeat, and he has written about these as well as other tech subjects for such magazines as CMSWire and NewsFactor. This individual founded and led the web site/unit at PBS station Thirteen/WNET; proved helpful as an online Senior Producer/writer pertaining to Viacom; created a successful interactive video game, PLAY IT BY EAR: The very first CD Game; founded and brought an independent film showcase, CENTER DISPLAY SCREEN, based at Harvard and Mirielle. I. T.; and served more than five years as a consultant towards the M. I. T. Media Laboratory. You can find him at LinkedIn, and Twitter at xBarryLevine.

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