NEW YORK: Market research company Ebiquity has updated its social media and online monitoring platform to combine measurement with analysis for the first time.
The Online Earned Media Insight platform, which launches Monday, is an enhanced version of Ebiquity's Sonar tool. It aims to differentiate itself from the wealth of other monitoring tools available on the market by overlaying deep insights.
The insights come from Ebiquity's team of 200 analysts, with human sentiment analysis sitting alongside online metrics that update in real time.
The insights and research that overlay the data can also be customized and reported at different time periods, for example every month or before a specific meeting.
The dashboard is designed for in-house communications, PR and marketing leaders, and members of the C-suite.
Ebiquity is planning to launch another platform, called Vital Signs, which can be customized to incorporate metrics such as stock performance, RSS feeds, and customer feedback data, depending on the client's requirements.
“Our major goal was to create a tool for our clients to pool data sources into one dashboard and provide them with not only data, but insights to run their business,” said Dan Soulas, MD of Ebiquity North America. “Our clients have often said there is too much data out there and not enough actionable insights.”
He added that “we are seeing marketing and communications falling under one umbrella.”
“This allows companies to understand earned and paid-for communications on one platform so they can see both sides of the picture,” Soulas explained.