Crimson Hexagon (now part of Brandwatch) - Short Review

Crimson Hexagon Overview

Crimson Hexagon, now integrated into Brandwatch’s consumer intelligence suite, was a pioneering AI-powered consumer insights platform designed to help brands and organizations gain deep understanding and actionable insights from vast amounts of online data.

What the Product Does

Crimson Hexagon’s platform analyzed large volumes of publicly available online data, including posts from social networks like Twitter, Instagram, and Facebook, as well as blogs, forums, and news sites. This analysis enabled brands to understand consumer opinions, trends, and behaviors in real-time, facilitating data-driven decision-making in marketing, customer care, and market research.

Key Features and Functionality

Data Analysis and Insights

• Sentiment Analysis: The platform could analyze the sentiment of online conversations to gauge public opinion about brands, products, or topics.
• Topic Analysis: It identified and clustered topics within large datasets to uncover trends and patterns.
• Audience Analysis: Crimson Hexagon provided demographic insights and identified the interests of people discussing brands or products on social media through its Affinities feature.

Advanced AI Capabilities

• Machine Learning Algorithms: The platform used advanced machine learning to classify customer inquiries, detect anomalies, and surface actionable insights automatically.
• Real-Time Monitoring: It offered real-time monitoring of social media and other online channels to keep brands informed about current events and trending topics.

Data Visualization and Access

• Custom Dashboards: Users could create custom dashboards to visualize data in a way that was most relevant to their needs.
• Historical Data Access: The platform provided access to a vast archive of over 1 trillion publicly available posts dating back to 2008, with half a billion new posts added daily.

Specialized Tools

• BrightView for Customer Care: This tool used AI to automatically detect and classify customer inquiries from various online channels, improving responsiveness and efficiency in customer care.
• Reverse Image Search: Introduced in 2018, this feature allowed for the analysis of images shared online, adding another layer of insight into consumer behavior.

Integration and Alerts

• API Integration: The platform supported API integration, allowing seamless integration with other systems and tools.
• Custom Alerts and Signals: Users received real-time notifications about significant changes in data, such as unexpected growth in negative sentiment or emerging trends, through features like Signals in the integrated Brandwatch Consumer Research platform.

Post-Merger Integration

Following the merger with Brandwatch in 2018, Crimson Hexagon’s capabilities were integrated into Brandwatch’s Consumer Research product. This integration combined the best of both platforms, offering a unified consumer intelligence suite that leverages Brandwatch’s intuitive front-end and Crimson Hexagon’s robust machine learning and historical data archive. The resulting platform provides unparalleled depth and breadth of insights, enabling brands to make more informed decisions faster.