A highly efficient audience profiling tool that provides insights at pace and integrates well with wider social toolkits
December 17, 2021

A highly efficient audience profiling tool that provides insights at pace and integrates well with wider social toolkits

Anonymous | 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 fits a key part of our social intelligence toolkit. We use it for a number of purposes:
  • To understand audience attributes and interests in order to inform strategy
  • To identify relevant (and often niche) influencers
  • To inform media targeting
  • To build consumer personas
  • To inform creative routes, including tone of voice and priority topics
  • To expand on insights from other platforms (e.g., social listening)
  • As a rapid way to gain brand and landscape insights for client pitches
  • Rapid, accessible analysis of social audiences
  • The ability to identify influencers in potentially challenging and niche areas
  • An understanding of the emotional drivers that underpin the audience
  • Demo+sociographic insights that can be used to help build broader personas
  • Larger (more detailed) network maps with greater interactivity
  • More options for network map visualizations
  • Auto-naming of segments is not great
  • Significant time savings - ability to create valuable audience insights for pitches within hours, not days, reducing impact of new business work on team chargeability
  • The combination of the connect and insights platforms makes it possible to analyze very specific audiences, as well as broader consumer analysis
  • Improved the quality of output around personas, providing a valuable intermediary step to turn conversational social data into quantifiable audience attributes that can then be extrapolated further
Affinio was slightly more polished, and the automated segment naming was stronger; however, the platform suffered from a lack of development, struggled to see beyond the immediate Twitter data source, and at the time of contract renewal was not a particularly strong offering from a cost/value perspective. We do use other tools that employ graph network analysis, but they are more detailed/granular/manual in nature, so there is a clear distinction in terms of use case between those and Audiense. That said, some more granularity and customization in Audiense would be beneficial for us. The network visualizations, for example, seem rather arbitrary, rather than showing an actual physical distribution and interaction in the segments.

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Brandwatch, GWI Core, TGI Enterprise 21, Semrush, Meltwater Social Influencer Management (Klear), Fanpage Karma
Audiense is great for identifying niche influencers, providing a rapid view of an audience, or getting an understanding of a certain topic. A key benefit of the platform is the pace at which it is possible to do this, and the intuitive interface, which means new users can very rapidly get up to speed on using the platform. While it does work well in isolation, we also find that it often works best when combined with other social listening tools and datasets. It can also be used as a first step to building consumer personas, which can then be expanded through other means (surveys, panel platforms, etc.).