What's the next big move in marketing Intelligence?

I was recently asked to review Brandwatch’s newest update to the landscape of marketing intelligence. Vizia. After two weeks of working in the platform it was clear that Brandwatch is making bold moves to engage a wider range of stakeholders within organizations by introducing workgroup functionality and changing traditional price structures to open the technology to anyone.

Since 2014 companies have relied on Vizia for big screen data visualizations command centers. In 2019 Vizia introduced self service and workgroup capabilities. This move opens up data to everyone at the organization.

Since 2014 companies have relied on Vizia for big screen data visualizations command centers. In 2019 Vizia introduced self service and workgroup capabilities. This move opens up data to everyone at the organization.

Before jumping into the product review, I want to put things into context by sharing a couple stories I’ve been following recently that may help you understand the importance of Vizia’s change in the global scheme of things and how I’ve come to my opinions.

The first topic is social media’s relationship to natural disasters and the second topic is the issue of the rising costs for data and analytics.

600-x-445-Detection-Delay-Time-Figure5.jpg

Did you know that Social Media makes earthquake predictions?

Turns out that social media conversation and data mining technologies are able to detect and alert the public to natural disasters with more accuracy than many traditional technologies?



Spending More on Data

Spending on data and analytics is expected to jump more than 60%

To me, this says budgets are dramatically shifting, business decision making is taking the lead focus for companies and not everyone is in a place to keep pace with costs. The research shows that it’s getting costly for companies to stay in the data race.


What does this mean for you and your organization? 

Vizia is working to get marketing data into the hands of your people to make marketing decisions without complication. Better yet, Vizia is the perfect tool to help you integrate CX methodologies to drive business transformation.



Now let’s take a deeper look at Vizia:

The first thing I noted about Vizia is, its affordability.

Starting with a free account for a single user. Team accounts starting at only $99 a month. And enterprise accounts still cost less than $1000 a month. This is a bold move to lower costs and empower a new class of digital professionals. As an aside, I was wondering when tools like this would become mainstream and happy to see Brandwatch and Vizia doing it!

Vizia Pricing

The second thing about the platform that I found really refreshing.

Vizia developed an easy drag and drop system for adding all kinds of preconfigured reports from many of the leading social platforms. The thing to keep in mind here is that Brandwatch is one of the few companies that Facebook and Twitter are not removing from their networks. Just take a look at the transformation happening in social networks. Today Twitter is decoupling a huge number of integrations in order to stay relevant, and police the number of tools accessing and using their data. https://techcrunch.com/2018/05/16/twitter-delays-shutdown-of-legacy-apis-by-3-months-as-it-launches-a-replacement/

Most common reports are now “drag and drop” making everyone a data analyst.

Most common reports are now “drag and drop” making everyone a data analyst.

The biggest change Vizia is marketing to the landscape making reports as simple as making a slide deck.

The Vizia platform works just like making a PowerPoint deck. You create a set of slides with the reporting you find most useful to the organization and share the deck. While that sounds pretty cool in and of itself, the deck you share stays connected to the data so every person who views the deck sees data in real time.

Seriously. Whenever a deck is viewed, the data they see is up to date and accurate. You essentially create a report once and then share it with teams and never have to recreate the presentation again.

If you can use Powerpoint, then you can make marketing intelligence reports.

If you can use Powerpoint, then you can make marketing intelligence reports.

The last thing and most innovative part of Vizia is how it crowdsources optimization.

So what does that mean exactly? Well, imagine making a deck and sending it out to 25 different stakeholders. Some will ask “Why is this important to me?” Others might say “I appreciate this, but I need different information.”

This is where Vizia changes the game. Vizia tells you who is looking at specific slides. It gives you a roadmap to evolve your reporting for everyone reading it. It also lets multiple people add their own slides to tailor the presentation to their area of the business.

The result is a self optimizing data report that pulls in the data people want and shows you where to remove irrelevant information. I can’t tell you how long I’ve waited for the ability to make everyone part of the marketing process in an easy way that encourages high engagement! Finally it’s here.

Data analytics teamwork has never been this easy.

Data analytics teamwork has never been this easy.


Admittedly there’s still a way to go to reach full maturity:

The newest version of Vizia reporting was released in February 2019 and there are some challenges with delivering massive amounts of data in milliseconds. But we can’t hold that against them since they’re giving us access to 3 Trillion Facebook posts and on a daily basis 80 Million website crawls and 500 million Tweets and Instagram posts..

We still want an ability to overlay charts  so correlations are immediately understandable, but you can be sure Brandwatch’s powerhouse team and resources will make those and many other advancements promptly.

Overall I highly recommend trying a free Vizia account for yourself. I’ve been using it with major universities for brand research over the last few weeks and it’s a new experience of the best kind.

Here’s a link to your free account: https://www.vizia.io/


What else do you want from your data intelligence platform?
Let me know in the comments below, and I’ll be sure to share
your thoughts directly with the Vizia team. 


Source: http://www.wakabayashi.us/wakabayashi-blog...