{"id":536,"date":"2018-04-24T06:51:53","date_gmt":"2018-04-24T06:51:53","guid":{"rendered":"https:\/\/britopian.com\/?p=536"},"modified":"2023-10-20T02:10:42","modified_gmt":"2023-10-20T02:10:42","slug":"audience-intelligence","status":"publish","type":"post","link":"https:\/\/www.britopian.com\/social-data-analytics\/audience-intelligence\/","title":{"rendered":"Audience Intelligence Platforms & Tools for Customer Insights"},"content":{"rendered":"
Understanding your audience is the most critical thing you need to do in marketing. <\/p>\n\n\n\n
Why it matters: <\/strong><\/p>\n\n\n\n See here for the list of Audience Analysis Software<\/a>. The list was last updated on 3.6.2022<\/strong>. <\/p>\n\n\n\n Audience analysis software can provide deep insights into your customers’ preferences, needs, and behaviors. There are a few different ways these audience platforms work, analyzing affinities and conversations. <\/p>\n\n\n\n Analyzing affinities is breaking down the percentage of the audience that follows a brand, topic, category, or industry. For example, if 45% of an audience follows several brands in the travel space, you can say with confidence that they have an affinity for travel. Travel brands might include hotels, airlines, travel media outlets, travel influencers, or travel review sites. <\/p>\n\n\n\n Analyzing conversations is observed behavior of what certain individuals share publicly on their social media channels. This data can give you insight into purchase intent and brand loyalty. It can also tell you what different audiences are reading and what’s top of mind for them topically\u2013sports, politics, traveling, technology, and more.<\/p>\n\n\n\n An audience can be defined however you like\u2013B2B Decision Makers, Gen Zers interested in hip-hop music, Architects, Physicians, or the top 25 travel journalists. Audience software is needed to uncover some of these insights and dig deeper into their behaviors.<\/p>\n\n\n\n However, audience intelligence software will only provide 30 to 40% of the work. The rest requires human curation audience analysis<\/a> to layer in cultural relevance, context, and historical insights. <\/p>\n\n\n\n There was a time when social intelligence was the next big thing. Big brands were investing in social media monitoring tools<\/a> to understand the sentiment of people mentioning their company online. Some used social tools like BuzzMetrics to monitor “brand mentions” and “share of voice” over time. Then came the social listening darling Radian6, revolutionizing social intelligence, brand engagement, and audience analytics.<\/p>\n\n\n\n The platforms required highly complex Boolean searches to retrieve the most relevant results. For example, this approach would yield any mention of any keywords in a query within news articles, blogs, forums, and on social media-both negative and positive sentiment.<\/p>\n\n\n\n This is still important today, especially to better understand the “market conversation” about a brand or a topic. However, there’s another way to uncover data insights<\/a> using audience analytics – actual people, your customers, prospects, or whoever else you care about. This approach excludes random people, bots, and trolls that may share an article without reading the headlines or the anonymous people commenting on a Reddit post or Tweet.<\/p>\n\n\n\n This approach works, and it’s simple. You build a social media audience first and then use software to analyze their conversations. This is called audience intelligence, and it looks something like this:<\/p>\n\n\n\n Audience intelligence can be used for general customer insights & research or for building a buyer persona<\/a>, a visual representation of your audience. Several audience insights can be gained from these types of analyses, including what keywords they use the most (topical relevance); what media publications they are reading and sharing (media consumption); what channels they prefer to use, and why (channel preferences), and their interests and characteristics that make them unique from everyone else (e.g., the audience might like using Spotify versus Pandora).<\/p>\n\n\n\n I get asked all the time about which audience analytics platforms are the most effective, and which ones I recommend. Below is my unbiased opinion based on my personal experience with each platform.<\/p>\n\n\n\n\n
\n\n\n\nHow can Audience Analysis Software Help You?<\/h3>\n\n\n\n
Audience Intelligence Tools Provide More Insights<\/h3>\n\n\n\n
An Approach to Audience Analytics That Works<\/h3>\n\n\n\n
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\n\n\n\nAudience Analysis Tools<\/h2>\n\n\n\n
Audiense Consumer Insights<\/h4>\n\n\n\n