Crimson Hexagon Introduces Image Analysis to Measure Share of Eye within its Social Analytics Platform
Crimson Hexagon Introduces Image Analysis to Measure Share of Eye within its Social Analytics Platform : Crimson Hexagon is a leading provider of social media analysis software. Crimson Hexagon’s ForSight platform helps hundreds of brands and agencies answer critical business questions through the insights derived from social data. Affinities technology, created by Crimson Hexagon, allows clients to analyze the social conversations surrounding a targeted audience, selected by a boolean search query. By parsing down the conversation, clients can view the interests and passions of social users participating in a specific social topic. This technology empowers marketers everywhere to better understand what audiences want to learn about, and informs strategy for powerful campaigns. The image analysis and detection to its ForSight social analytics platform offering enables brands and agencies to identify, track and analyze logos contained in billions of social media posts across platforms. As consumers increasingly rely on photos to share meaningful moments on social media, the image analysis capability gives brands the ability to better understand and measure their value in the context of customers’ everyday lives. For years, brands and agencies have relied on social analytics technology to track and analyze social mentions in order to derive insights that help shape marketing campaigns, loyalty and retention programs, advertising strategy, corporate messaging and more. But as consumers increasingly share experiences via photo and video, brands have struggled to find a way to track visual mentions. This is especially true when a brand’s logo appears in a photo, but its name is not mentioned in the social post.
Crimson Hexagon’s image detection capabilities solve this problem, giving brands and agencies the ability to track where, when and how their logo is shared online. By incorporating this visual data, ForSight now gives brands a complete picture of how consumers are talking about them on social media. In turn, this enables Crimson Hexagon customers including Campbell’s, Allstate and Karmarama to make more informed, data-driven decisions throughout the customer lifecycle.
“So many posts get shared across Instagram, Pinterest and Snapchat on a daily basis, and we don’t know how much value that’s creating for our brand or where our logo is being shared. With image analytics from Crimson Hexagon, we’re able to see where our logo is used and what the overall halo effect is on our brand,” said Daryl West, social media insight lead at O2 Telefonica UK.
John Donnelly III, senior vice president of global sales and marketing at Crimson Hexagon said, “Investing in image analysis means giving our customers access to a more complete data set that will enable them to more effectively incorporate social insights into decision-making. Identifying logos in images goes beyond boosting vanity metrics and total impression numbers; it helps brands to gain a measurable return on the social conversations, as well as track the ‘share of eye’ with respect to key moments.”
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