Networked Insights Launches ‘Audience Sync’ Product

NEW YORK--(BUSINESS WIRE)--Networked Insights:

The Key Facts:

Given the widespread adoption of social media as a means to communicate preference and interests, the challenge for brand marketers today is no longer finding consumer data, it’s uncovering actionable insights in that data.
To address this growing need, Networked Insights is launching Audience Sync, a new service platform that uses advanced semantic-based analytics to synchronize real-time consumer feedback and translate it into actionable marketing insights.
Audience Sync uncovers genuine, un-biased audience interests from social media and web channels that brands like MillersCoors and MTV Networks are already using to sync with their customers and optimize marketing spend.
On the heels of a $20 million round of funding lead by Goldman Sachs Asset Management, the launch of Audience Sync builds on the company’s vision to evolve the antiquated process by which marketing and media planning decisions are made.
The insights provided through Networked Insights’ Audience Sync platform are put through a rigorous three-step process:

1. Define: Audience Sync establishes the key attributes of the audience a brand wants to sync with to identify existing audiences or discover new audiences.

2. Discover: Using a trend identification engine, Audience Sync analyzes the audience and discover what matters in their lives.

3. Synchronize: Audience Sync compiles key insights into a tangible set of actions that inform marketing strategy, media planning, messaging and creative, as well as content strategies that support it.

Sample Audience Sync Report - Mountain Dew:

To showcase the valuable consumer insights that brands can use to make better marketing decisions, Networked Insights created a sample Audience Sync report for Mountain Dew. This report was not commissioned by Mountain Dew or PepsiCo and is a third-party analysis of the brand via social media channels and the interaction of online audience segments. Key objectives included:
- Understand how effectively Mountain Dew is aligned with their current target audiences.
- Recognize the content that resonates most with the existing Mountain Dew target audiences.
- Identify new audiences that Mountain Dew can target to improve their marketing and media efficiencies.
- Discover the content and channels that resonates most with the newly identified audiences.

Additional Information & Highlights:

Networked Insights is an established player in social analytics, informing $5 billion of media spend for companies like RIM, MillerCoors, MTV Networks, Samsung, Kraft and Starcom MediaVest.
Differing from many other available offerings, Networked Insights bases its analytics on semantic analysis, a technique that allows you to cluster different data elements based on similarity, rather than preset “sentiment” classifications such as positive, negative and neutral.
Semantic analysis can help harness and make sense of social data in exponentially more powerful ways than sentiment analysis. A valuable type of semantic analysis is topic discovery: the summarization of large amounts of text by automatically discovering the topics and themes within. Networked Insights’ Topic Discovery Engine (TDE) is a semantic analysis system finely tuned to discover topics in social media posts.
Audience Sync will use both semantic analysis and topic discovery to identify how brands are being discussed across social media channels, discover trends that really matter to consumers and turn the data into clear, actionable insights to create the most effective marketing plans.

Quotes

Steve Mura, Director of Digital Marketing, MillerCoors

"Social data provides a great opportunity for marketers to get real-time consumer feedback. At MillerCoors, we are committed to learning from the customer to inform our brand and help us improve our digital strategy. A product like Audience Sync would allow us to do that by better aligning our brand with the customer."

Dan Neely, CEO, Networked Insights:

"Today’s challenger brands understand the power that can be harnessed in social data with the right analysis that extracts hidden, counterintuitive consumer trends. With Audience Sync, we’ve combined our industry-leading semantic analysis firepower with the ability to define audience insights, discover the most compelling trends and recommend the most impactful actions to optimize marketing. We look forward to working with our customers and other marquee brands to transform the way that they connect with consumers today, and in the future.”

Links

Audience Sync: http://www.networkedinsights.com/audience-sync/
Audience Sync Sample Report for Mountain Dew: http://www.networkedinsights.com/sample-audience-sync-for-mountain-dew/
Networked Insights: www.networkedinsights.com
Networked Insights Blog: http://blog.networkedinsights.com/
Networked Insights Twitter: http://twitter.com/NetInsights

About Networked Insights

Networked Insights is transforming the way companies make marketing decisions. Our technology uncovers real audience interests that brands use to sync with their customers. The result is optimal marketing spend. Customers like MTV, Samsung, Kraft, RIM, MillerCoors, Group M, MediaBrands, Starcom and Mediavest use Networked Insights to help them improve media efficiency, reveal content opportunities and inform marketing decisions. Networked Insights has offices in New York, Chicago and Madison, Wisconsin. Please visit www.networkedinsights.com for more information.