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Porter Novelli Tool Provides Insight into Target Audiences

Posted on 9.26.2011

A new tool provides companies with the ability to monitor and analyze topics that a target audience is discussing on Twitter.

Porter Novelli, a global communications leader, has launched TrendingTarget, a social media analytics tool, which reveals the full range of topics from a target audience’s conversation, in real time.

The tool provides a visual representation of discussions that are taking place across a specific audience. Instead of filtering conversations with keywords, TrendingTarget uses technology that listens and reports on all topics that an audience is conversing about. This provides data that can be used for strategic decision making, communications planning, community management and content development.

"Porter Novelli is creating tools that get to the heart of what clients need today — immediate and actionable information," says Gary Stockman, CEO, Porter Novelli. "With TrendingTarget we can quickly analyze the wide range of interests of an audience and learn what's meaningful to them right now, so we can create programs that will influence them to take action on behalf of a brand or organization. Rapid response — from data analysis to insight to action — is what clients need in a world where news, trends and crises travel faster than ever before."

Currently, TrendingTarget uses Twitter as the basis of its conversation analysis, however other inputs are being added. The tool gathers all Tweets from an audience that has been marked as publicly available as well as other interest-based markers. Then, text mining tools are used in order to uncover patterns in the audience’s public conversations.

Furthermore, TrendingTarget was developed with Tracx, a social media analytics platform, from which it uses data aggregation and audience segmentation capabilities.



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