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How Much Do You Know About Your Social Audience?

Posted on 9.17.2013

Marketers spend thousands, sometimes tens of thousands, of dollars, on research in order to understand something (anything) about their audiences.

A new platform from, which recently relaunched as Mattr, aims to provide those necessary and valuable customer insights – but faster and (hopefully) cheaper.

Users of Mattr’s social insights platform will be able to perform audience segmentation by personality type, demographics and interests, create and compare personas for their social analysis and benchmark their audience again an industry - or their competitors. Social media marketers and researchers also have access to a segmented view of responses to specific campaigns or individual tweets.

Perhaps most exciting, however, is that Mattr is introducing “Sentiment Variance” in the beta platform, a way of assessing whether an audience is more positive or negative about a brand than they are generally.

"We’re going to carefully manage this Beta, but do want to open it up to a larger audience quickly,” said Jack Holt, Mattr CEO. “Anyone who's spent time, money and effort on a large market research study will realize the benefit of our method of using social data to analyze consumer preferences. We provide new levels of insight and same-day results at a small fraction of the cost of traditional studies and make it extremely easy to monitor changes over time."

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