Crimson Hexagon’s social media monitoring and analysis platform, ForSight, is designed to give companies actionable insight into consumer opinion of brands, products, services, competitors or any important topic from the billions of conversations happening online.
Crimson Hexagon’s technology is utilized to identify and analyze opinion by identifying statistical patterns in the words used to express opinions on different topics. Users drill down into relevant opinion to find answers to specific concerns and address key marketing and business questions.
Ways the product benefits social media campaigns
The purpose of ForSight is to provide a near real-time view of how consumers feel about a brand, product or service in order to gain insight and understand the meaning of the relevant online conversation. The understanding of these dynamic insights helps marketers build more targeted campaigns that can be directly related to the wants and needs of their customers.
As users develop social media marketing campaigns, the research can uncover the issues and themes that are most important with the target audience. Once a campaign is launched, the ForSight platform can be used to monitor its success. This feedback allows users to tweak the campaign for maximum impact and drive strong results.
The user interface — ForSight Opinion Analysis can be displayed in many ways including a private, customized dashboard that displays the volume of mentions and positive/negative sentiment of the topics of choice. These data snapshots can be inserted into any presentation or used as sales tools.
- The market research insight into the vast stream of online conversations delivers social intelligence as it turns qualitative feedback into quantitative terms.
- Real-time feedback on online dialogue allows companies to develop strategies to engage and react to marketing campaigns, social media, and products or services.
- The ability to track and measure opinion according to business criteria to help users calculate ROI of online marketing and PR investments.
Crimson Hexagon customers range from global brands, agencies and media organizations in need of answers to these key questions:
- How do consumers feel about your brand/products?
- What complaints do people have?
- Why are consumers choosing your competitors?
- How can we increase our relevancy and readership?
“Crimson Hexagon helped spark ideas for new and refined marketing campaigns and identified ways we can connect more deeply with our target audiences.” — Lise Brende, director of marketing analytics, Bing and MSN at Microsoft
Fast Company recently named Crimson Hexagon number seven on its “The 10 Most Innovative Companies in Web” list for 2011.
Crimson Hexagon licenses access to its cloud-based software application on a named user basis (one named user per seat).
Compared to competition
According to the company, “Crimson Hexagon’s advanced technology analyzes the entire social Internet (blog posts, forum messages, Tweets, Facebook posts, etc) and identifies statistical patterns in the words used to express opinions on different topics. Based on this insight, the platform goes beyond simply measuring positive versus negative and delivers a true meaning of the nature of the online conversation and how it changes over time – with up to 97% accuracy. The volume of social media data that the ForSight platform digests is far greater.”
Our “What You Should Know” series of application profiles has been helping brands and agencies select the most appropriate tools to improve the effectiveness and efficiency of their campaigns. Need help measuring or monetizing your social media activities? Check out dozens of additional apps in the series archives – one is bound to come to your rescue!
Neil Glassman is principal marketing strategist at WhizBangPowWow, with a track record of success across linear, digital and social media. Join his conversation on Twitter or email Neil to talk about marketing or swap recipes.