Product Overview: Audiense
Audiense is a comprehensive audience intelligence platform designed to help marketers, consumer researchers, and insight leaders gain a deeper understanding of their target audiences. Here’s a detailed look at what Audiense does and its key features.
What Audiense Does
Audiense specializes in uncovering audience segments and insights through advanced social listening, digital behavior analysis, and other digital signals. The platform is tailored to support market research, consumer understanding, and personalized marketing strategies. It empowers organizations to develop innovative, audience-centric strategies by providing rich digital consumer intelligence.
Key Features and Functionality
Audiense Insights
- This component of Audiense uses machine learning to analyze connections between individuals, enabling brands to understand their target audience beyond traditional segmentation metrics like age, gender, and location. It helps identify new segments based on people’s interests, understand the current target market at a deeper level, and provides insights into audience personality, psychographics, and the communities they are part of online.
Audiense Connect
- Audiense Connect focuses on building and exploring communities, identifying audiences, and engaging directly on Twitter at scale. It offers features such as community analysis and management, advanced monitoring and listening, Twitter tailored audiences for advertising, and Twitter Direct Messages Chatbots. This tool is essential for social media engagement and community building.
Core Functionality
- Social Intelligence: Audiense uncovers social consumer segments based on consumer behavior “in the wild,” reflecting real affinities and interests. This helps in understanding what inspires, moves, and influences the audience.
- Digital Intelligence: The platform provides representative audience insights into digital activity and interactions, giving a comprehensive view of the audience’s online behavior.
- Demand Intelligence: Audiense helps in understanding demand for talent, brands, and intellectual properties (IPs) based on digital social signals, which is crucial for strategic planning and market analysis.
Segmentation and Analysis
- Audiense employs two types of segmentation: interconnectivity and affinity analysis. Interconnectivity involves clustering individuals based on their connections to identify niche segments, while affinity analysis taps into evolving culture and trends for effective personalization and relevance.
- The platform uses network graph analysis and interest graph exploration to segment audiences in a language-agnostic, data-driven way. This approach is enriched with data from Twitter, Facebook, and partnerships with tools like IBM Watson for psychographics.
Integration and Compatibility
- Audiense insights can be integrated with various advertising platforms, including Google, YouTube, Twitter, Facebook, and Instagram. It also integrates with advanced social listening platforms like Pulsar, allowing brands to connect audience insights with social data conversations, trends, and narratives.
User Experience and Support
- The platform is known for its intuitive layout, easy-to-follow instructions, and impactful reports and dashboards. It provides pre-made report templates and allows data export, making it efficient for day-to-day operations and integrating insights into existing methodologies.
Benefits
- Audiense enables customers to save time and money by collecting valuable insights on target audiences quickly. It supports the entire marketing process, from pitch to post-campaign analysis, and is highly praised for its depth of insight, usability, and customer support.
In summary, Audiense is a powerful tool for audience intelligence, offering deep insights into consumer behavior, interests, and influences. Its robust features and integrations make it an indispensable asset for marketers and consumer researchers aiming to develop targeted and effective marketing strategies.