Enterprise Social Listening - Solved!
Software Version
Pro,Enterprise/Q,Enterprise/M
Overall Satisfaction with Brandwatch Analytics
We use it as an agency for other brands in India. The whole organisation uses it, and in fact, most of our enterprise clients use Brandwatch services too. Based on the experience with clients and users of Brandwatch, the best use case of Brandwatch involved peer-benchmarking. Most companies use it to listen to what's happening on the internet about their peers. Why are they being liked or disliked? Bucketing such conversations gives them insights on what to improve on and what to focus more on. Other business problems Brandwatch takes care of include marketing campaign analytics, net sentiment, PR coverage, and brand health.
- Brandwatch is great with bulk changes in mentions, which I believe is also a USP as I haven't seen any tool do that (I have checked out many).
- You can bulk tag, change sentiment, add rules, add categories etc. to mentions.
- From tagging and rules comes good analysis of mentions. Once categorised, you'd be able to understand what are people taking the most about - in a negative or a positive way. Say a telecom company wants to know why people don't like my services - is it the network, or customer service or something else. Do people from a particular city complaint a lot?
- Brandwatch also does a good job at capturing a huge amount of mentions from 90M+ websites. That's 2x or 3x more in some cases than the few leading enterprise listening software.
- It also provides the maximum number of metadata per mention thus giving maximum scope of slicing the data and analysing in different ways.
- I feel Brandwatch needs to add more sources with proper API integrations. The integrations are limited to Instagram, Facebook and Twitter. While Twitter gets great coverage, Facebook and Instagram do not (considering the recent policy changes, coverage has been limited). While it does capture 90M+ other sites which include most of the other social media sites such as Youtube, I feel an integration with such sites can get more analytics around usage data such as video viewing times, view growth on Youtube.
- While they have a lot of insights already, I feel a few word clouds could have been done differently as well, such as word connections. Also, more accurate auto-categorisation of mentions where manual rule adding isn't needed.
- E-commerce review coverage (Amazon etc.) should be included.
- I believe most organisations using it for Analysis (buying and consuming) would need to calculate the direct impact Brandwatch can have. If used well, it gives analysis on how to run better campaigns, whom to target, what to improve in an organisation, don't need a lot of first-hand surveys etc. thus saving costs, increasing sales on a few occasions. Thus I feel, as a function of marketing, its tough to calculate the direct ROI, but it does end up saving money and lets you improve your brand health which is like saving a lot of costs later on.
- As an agency, we use it for other clients, thus witnessing positive ROI.
30 - Business Analytics Team
Customer Success Managers
Enterprise Solutions Managers
Marketing Teams
Customer Success Managers
Enterprise Solutions Managers
Marketing Teams
- We find that Brandwatch is the most advanced and easy to use platform versus its peers. The rules and categorisation of mentions is a great capability to have.
- Also, its coverage of mentions versus its peers coverage is great and a tool is as good as its data. Being in Asia Pacific (APAC) and Brandwatch focusing on APAC makes a real difference to our coverage here versus its global peers focussed on Americas and Europe.
- The data cuts are great thus analysis of any mention is possible in various ways that it makes sense.
- It solves most of our clients' use cases.