Brandwatch Launches Audiences Marketing Analytics Tool
The platform helps marketers discover real-time opportunities specific to customer segments, allowing them to build custom audiences and targeted campaigns.Social intelligence specialist Brandwatch launched Audiences, an influence and audience analytics product that helps marketers gain insight for planning highly targeted campaigns. The platform also helps marketers discover real-time opportunities specific to their target customer segments, allowing them to build custom audiences from scratch, discover the influencers within them and study the content they are sharing. "Today, marketers are seeking to do more than just publicize their brands. They understand that to succeed in the age of ad-blocking they must build authentic relationships by understanding the psyche, preferences and trends of their customers and prospective audiences," Nick Taylor, product marketing manager at Brandwatch, told eWEEK. "The voice of the customer is a mammoth priority for marketers currently, and audience analytics are a powerful technology to create more targeted and personalized marketing and ad campaigns, and to smartly leverage real-time marketing opportunities." With Brandwatch Audiences, users can define highly specific audiences they want to reach and discover the niche or up-and-coming influencers they should be collaborating with, as well as the trends unique to that group.
"We're also seeing a lot of our users in customer and consumer insights roles blending Audiences data with other sources of data like CRM, web analytics, in-store survey, sales and more for a holistic approach to understanding and engaging with customers," Taylor noted.