Brandwatch Explained

Brandwatch
Type:Social media software
Foundation:2007
Founder:Giles Palmer
Location City:Brighton
Num Locations:17
Location Country:United Kingdom
Key People:Cali Tran (Chief executive officer)
Services:Market research, consumer research, social media analytics, social media monitoring, social media management.
Num Employees:501-1000 (2024)[1]
Parent:Cision
Website:https://brandwatch.com/

Brandwatch is a social media suite company owned by Cision.[2] Brandwatch sells two different products: Consumer Intelligence and Social Media Management.[3]

Consumer Intelligence is made up of three different products: Consumer Research and add-ons Vizia and Reviews. Consumer Research archives social media data from 100 million online sources to provide companies with the means to conduct market research and analyse their brands' online presence among other use cases.[4]

Social Media Management is made up of eight different products: Publish, Advertise, Measure, Benchmark, Influence, Engage, Audience, and Listen. Much of this is made up of products formerly sold under the Falcon.io suite. Falcon.io was acquired by Cision in January 2019 and merged with Brandwatch in May 2022.[5] [6]

History

In 1999, Runtime Collective Ltd, a web-engineering company, was incorporated by CEO Giles Palmer.[7] In 2005, the company launched Magpie Search and Alert, a search engine for finding documents such as financial statements and patents.[8] In 2007, this was relaunched as Brandwatch, which instead focused on tracking social media mentions and social advertising impact.[9]

Investment

The company received $6 million in venture capital from Nauta Capital in March 2012.[10] In March 2014, Brandwatch partnered with Gnip, a social media API company, to release a new application that would allow users to access more social data and analytics.[11] By May 2014, Brandwatch had gained $22 million from a new round of funding led by Highland Capital. In September 2015, Brandwatch launched a French website.,[12] [13] On 29 October 2015, Brandwatch raised $33 million in Series C funding, led by Partech Investors, to invest further growth in the US.[14] In February 2021, Brandwatch was acquired by Cision.

PeerIndex acquisition

PeerIndex was a London-based company, founded by Azeem Azhar, providing social media analytics based on footprints from use of major social media services. Part of an emerging group of social media analytics providers,[15] PeerIndex helped social media contributors to assess and score their influence and benefit from the social capital they have built up. PeerIndex tracked approximately 45 million Twitter profiles, making the company one of the leaders in its sector.[16]

Brandwatch acquired PeerIndex in December 2014.[17] With the use of PeerIndex technology, Brandwatch created their Audiences product, which they released in July 2016.[18]

BuzzSumo acquisition

BuzzSumo is a content marketing research and analysis tool, with its first Pro version released in September 2014.[19] Brandwatch acquired BuzzSumo in October 2017.[20]

Crimson Hexagon merger

Crimson Hexagon was a social intelligence company that was a competitor of Brandwatch. The two companies merged in October 2018, combining their technology and customer base into a $100m business.[21]

Brandwatch Consumer Research

Following the Brandwatch-Crimson Hexagon merger, the two companies' technology was combined to create Brandwatch Consumer Research. This product would replace Brandwatch Analytics and Crimson Hexagon's Forsight.[22]

Qriously acquisition

Qriously is a mobile market research, polling, and survey tool. The tool has been notable in its use of predicting an accurate prediction for the Labour Party (UK)'s vote share in the 2017 United Kingdom general election.[23] Qriously, along with Kantar and Opinium Research, were also praised for their 2019 United Kingdom general election prediction.[24]

Qriously were acquired by Brandwatch in March 2019.[25] It is no longer available for clients.

Cision acquisition

Brandwatch was acquired in Feb 2021 by Cision for 450M USD.[26]

Falcon.io merge

Falcon.io was acquired by Cision in January 2019 and merged with Brandwatch in May 2022. Products formerly sold as part of the Falcon.io suite now sit within Brandwatch’s Social Media Management.

Overview

Brandwatch is a subscription-based service with over 7,500 clients.[27]

Brandwatch has 17 offices across the world, including in New York, London, Brighton, Copenhagen, Berlin, Sofia, Paris, Singapore, and Sydney.[28]

Similar metrics

Notes and References

  1. Web site: Brandwatch News, Hiring, Layoffs, Competitors, CEO, Fundraising Insights . RivalSense . 28 October 2024 .
  2. Web site: Brandwatch is acquired by Cision for $450M, creating a PR, marketing and social listening giant . 4 July 2022 . TechCrunch . en-US.
  3. Web site: Brandwatch Digital Consumer Intelligence . 4 July 2022 . Brandwatch . en-US.
  4. Web site: Barysevich . Aleh . 30 April 2021 . 5 Best Tools to Measure Share of Voice on Social Media . 18 November 2022 . Convince & Convert . en-US.
  5. Web site: PR management firm Cision is acquiring Falcon.io to expand into social media marketing . 4 July 2022 . TechCrunch . en-US.
  6. Web site: Every Product, Every Resource, All Our Expertise, on One Site . 4 July 2022 . Brandwatch . en-US.
  7. Web site: RUNTIME COLLECTIVE LIMITED – Overview (free company information from Companies House) . Companies House, Government of the United Kingdom . en . 11 February 2020.
  8. Web site: Making Confident Product Decisions with Giles Palmer, CEO Brandwatch . 9 February 2018 . SaaStock . en-US . 11 February 2020.
  9. Web site: Start-ups find their feet at 'Silicon Beach . 11 February 2020 . Financial Times.
  10. Web site: Brandwatch Raises $22 Million . Garett Sloane . 22 May 2014 . Adweek . 28 June 2014.
  11. Web site: Today in APIs: Brandwatch and Gnip Team Up, and 5 New APIs . Eric Carter . 20 March 2014 . 28 June 2014.
  12. Web site: New: Brandwatch Launches into France . Brandwatch . en-US . 10 November 2015.
  13. Web site: Social Media Monitoring Tips, Tricks, and Challenges: Interview with Giles Palmer, CEO and founder of Brandwatch . Jeremy Taylor . 11 July 2012 . 28 June 2014.
  14. Web site: Social Intelligence Startup Brandwatch Raises $33M Series C To Grow In US . Butcher . Mike . TechCrunch . 29 October 2015.
  15. Web site: Got Twitter? You've Been Scored? . Stephanie Rosenbloom . 26 June 2011 . The New York Times . 1 July 2011.
  16. Web site: PeerIndex hits 45 m profiles . Mike Butcher . 22 June 2011 . TechCrunch . 1 July 2011.
  17. Web site: UK-Based Social Media Monitoring Company Brandwatch Has Acquired PeerIndex For A Reported $16 Million . O'Reilly . Lara . Business Insider . 12 February 2020.
  18. Web site: Brandwatch rolls out social insights tool, Brandwatch Audiences . Czarnecki . Sean . prweek.com . 12 February 2020.
  19. Web site: Review: BuzzSumo Ups The Ante In Content Analysis . 17 September 2014 . Search Engine Land . 12 February 2020.
  20. Web site: Social media monitor Brandwatch acquires content marketing platform BuzzSumo . TechCrunch . en-US . 12 February 2020.
  21. Web site: Social intelligence platforms Brandwatch and Crimson Hexagon to merge . TechCrunch . en-US . 12 February 2020.
  22. Web site: Brandwatch Unveils a New Product to Enhance Consumer Intelligence for the Market Research Industry . 12 February 2020 . martechadvisor.com . en.
  23. News: Belam . Martin . Seen the poll that shows a Labour victory? It's worth checking the methodology . 8 June 2017 . The Guardian . 12 February 2020 . en-GB . 0261-3077.
  24. News: Wilson . Josh . Election pollsters vindicated as nine out of 12 correctly call Tory landslide . 13 December 2019 . The Telegraph . 12 February 2020 . Gilbert . Dominic . en-GB . 0307-1235.
  25. Web site: Brandwatch turns its war chest on acquiring market research startup Qriously . TechCrunch . en-US . 12 February 2020.
  26. Web site: Back to the Future of PR and Marketing: Cision Acquires Brandwatch.
  27. News: Times . The Sunday . Best places for business: Brighton . . 12 February 2020 . en . 0140-0460.
  28. Web site: Brandwatch Why Brandwatch is the #1 for Social Listening . 29 August 2024 . Brandwatch . en-US.
  29. News: The Daily Egg . 3 Dashboard Tools That Measure Social Media Engagement . Hall, Sharon Hurley . 14 January 2013 . 5 October 2019 . 16 January 2013 . https://web.archive.org/web/20130116100342/http://blog.crazyegg.com/2013/01/14/3-dashboards-to-build-social-media-engagement/ . dead.
  30. News: The Daily Egg . Don't Like Klout? 12 Other Ways to Track Social Media Influence and Engagement . Hall, Sharon Hurley Hall . 4 June 2013 . 5 October 2019 . 21 February 2015 . https://web.archive.org/web/20150221154146/http://blog.crazyegg.com/2013/06/04/dont-like-klout/ . dead.
  31. News: The Daily Egg . 3 Dashboard Tools That Measure Social Media Engagement . Hall, Sharon Hurley . 14 January 2013 . 5 October 2019 . 16 January 2013 . https://web.archive.org/web/20130116100342/http://blog.crazyegg.com/2013/01/14/3-dashboards-to-build-social-media-engagement/ . dead.
  32. News: Influitive Acquires Social Inbox Startup Engagio To Aid In 'Advocate Marketing' Opportunities . 5 February 2013 . Perez, Sarah . TechCrunch .

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