Products aim to make sense of online chatter

US/BELGIUM-- Two new software releases are aiming to make it easier for brand owners to track and make sense of online buzz.

In the US, Crimson Hexagon is hoping to take the hard work out of buzz tracking with a tool that it claims rivals humans in its ability to understand opinions.

Rather than just counting mentions of a brand, Crimson Hexagon claims, its software can identify likes and dislikes. The firm says its algorithm “can decipher opinion from text just as a human could, at a scale that's significantly greater than other brand monitoring solutions currently available”.

By doing this, it hopes to make buzz tracking scalable, enabling brand owners to track vast amounts of online information without having analysts sift through it manually.

Meanwhile Belgian firm Attentio has launched the latest version of its social media monitoring software, Brand Dashboard.

Version three includes ‘Brand Maps', a feature that allows users to plot data to charts, helping them plan and measure their marketing activity. The new release includes data from a wider range of sources and features a blog influence ranking and a live search capability.

The software currently operates in 25 European languages, with plans to add Mandarin and Arabic later this year.

Author: Robert Bain

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