My go-to Customer Insights tool when I want to make sense of the social media audience
December 15, 2021

My go-to Customer Insights tool when I want to make sense of the social media audience

Tamara Lucas | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User

Software Version

Audience Insights

Modules Used

  • Audiense Insight
  • Audiense Connect

Overall Satisfaction with Audiense

Audiense is part of our tool stack for Social Intelligence, and it is used across all the markets and teams to support our clients' needs and business questions. We use Audiense to have a deeper and better understanding of the customers: 1. Understanding the segments/clusters of a specific Twitter user, a group of Twitter users discussing the same topic, or a group of Twitter users with the same demographic characteristics (to give some examples). 2. Answer the questions of who they are, what are their interest, who they follow, where to find them, when/where they are online and how is their personality. 3. Inform the definition of our clients' Personas and recommendations for targeting campaigns. Most of the data come from Twitter, so it's a Twitter-focus tool. From time to time this is a challenge, as in some markets or demographics Twitter isn't a top social media platform.
  • Clustering Twitter audience based on who they follow or what are their affinities.
  • Providing insights to inform the creation of targeted campaigns.
  • Sharing information for Media Planning (where to reach each the audiences).
  • Highlight what are the differences across clusters/segments
  • Adding other platforms information (Instagram, TikTok, LinkedIn...)
  • Increased value of social intelligence data
  • Time saved

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Understand who are the followers of a specific brand and their competitors. Identify key engaging content of the vocal users on Twitter about a specific topic. Use the Personality Insights module to inform the creation of bespoke marketing messages per segment identified. Unveil niche audience services for our client, hence new market opportunities. Go beyond socio-demographic information when creating Personas.