Analytics and comparison are the main sections where clients get information about mentions of their brand, product, and competitors. We expanded this area step by step to make decisions more reliable and actionable.

Problem 1

Clients do not always have enough representative competitor comparisons, because large differences in company scale and targeting can distort conclusions.

Solution

Collect data across a broad set of companies in the same industry and add the ability to compare a brand and its competitors against an industry benchmark.

Problem 2

Marketing agencies often track multiple clients in one channel and segment mentions with tags. They need to compare one or multiple projects with different tag sets.

Solution

Add comparison across projects and custom tag sets. This also became an important consideration for future monetization models.

Problem 3

Country-level geo analytics is often too broad. Audiences vary heavily by region, which makes localization decisions difficult.

Solution

Use open data and ML to predict mention location at regional level. Provide region-based comparison and highlight areas with high Share of Voice.