APCO rolls out two digital analytics tools

Called Sonar and Campfire, the platforms will help clients track audience perception and influencer behavior.

WASHINGTON: APCO Worldwide is expanding its digital analytics capabilities by rolling out two services, Sonar and Campfire.

The platforms will enable corporate communications clients to track audiences’ perceptions and influencers’ behavior.

"Clients often struggle explaining the impact of what's going on to the C-suite," said Evan Kraus, global MD of operations at APCO. "This arms them with data to explain the impact they’re having and a management tool to help shape the data."

Kraus said the firm’s digital and research teams had provided these services to clients before officially launching the two platforms.

Sonar enables organizations to track issues or topics online. It uses natural language processing to parse social media, blogs, and the media for audience reaction to a topic. The service is useful in crisis situations, when clients are gauging the conversations happening about their companies, noted Dale Vieregge, director of digital strategy at APCO.

Campfire can be used to track influencers’ behavior, Vieregge said. It keeps track of key influencers to see what they are talking about, the hashtags they are using, and the people they follow. The tool also creates profiles and sorts influencers into groups, which can be used for research focus groups.

The goal of the two offerings is to gauge how people are thinking, Kraus said, whether it’s a general audience or a specific subset of influencers, based on how that group is behaving online. They will be used with traditional research methods like opinion polling.

"In the world of data, less is often more," Kraus said. "We’ve brought this all together in a way that's more seamless and combined data streams. These products are designed to lower that barrier of entry and make it easier for a client to dip their toe into the data."

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