NEW YORK: Brandwatch has launched Brandwatch Audiences, an analytics product that identifies influencers, networks, and trends.
The social media monitoring and analytics firm billed the offering as a way for users to build custom audiences, identify a brand’s target audience and influencers, glean insights from the content it shares to inform campaigns, and create real-time marketing opportunities.
Brandwatch Audiences uses data from the Influence Graph, which was created by PeerIndex, an analytics firm Brandwatch bought in late 2014 in its first acquisition. It also absorbed the firm’s engineering team and technology as part of the deal.
Influence Graph scores the influence of more than 200 million active Twitter users by measuring how often a user engages with others and is engaged by others to map a user’s network, it said in a statement.
Beyond monitoring brand engagement, Brandwatch enables users to monitor conversation topics via Twitter, said Nick Taylor, product marketing manager at Brandwatch.
"It allows us to see what else they talk about besides the conversations within the brand, and who else is in the audience that brands might want to get in touch with," he said. "Because our data is in-house, we can see almost instantaneously the thousands of influencers talking about any of those topics."
Brandwatch has integrated Audiences with its flagship product, Brandwatch Analytics. It will give users the ability to find lists through Audiences, upload those lists onto Analytics, and set up alerts for any queries they’ve been monitoring, such as those involving a brand, competitor, or campaign.
Marketers can export any Audiences list directly onto Twitter, allowing users to reach specific audiences and place social ads in front of people that can disseminate their messages "to the right people," the company said in a statement.
"We don’t just have a list of people with a lot of followers or who are retweeted often," Taylor said. "It’s about how they engage within the community. We’ve built an understanding of who they influence and who they’re influenced by."
Last month, a Brandwatch study crowned Amazon as the retailer with the greatest general visibility on social media. The report, Social Insights on the Retail Industry, combed through 10 million interactions during a four-month period before it gave the online retailer the top spot.