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Crimson Hexagon Introduces Affinities to its ForSight™ Platform

Crimson Hexagon, a leading provider of social media analytics software, has added rich new functionality to its ForSight social intelligence platform. For the first time, Affinities will allow marketers to identify the interest segments of the people talking about brands, products and companies on social media, helping organizations to inform more targeted business and media planning.

Curt Bloom, president of Crimson Hexagon said, “Crimson Hexagon continually raises expectations of the level of insight achievable from social media data. ForSight has always been able to analyze conversation across social media to tell marketers what people are saying and how that conversation has changed over time. But to gain real, actionable insights, marketers also need to know ‘who’ is talking about them and engaged with their company on social media. With Affinities, we’re introducing a tool that provides unprecedented insight into audience interests. Affinities reaches into the minds of the people actually doing the talking and quantifies what they like, what brands and topics they are engaging with, and what does – and does not – resonate with them. This information is then leveraged by our customers in a number of different ways, in particular to plan and execute better marketing campaigns.”

Sponsorhub, a platform for managing and measuring events and endorsements, is a Crimson Hexagon customer already benefitting from Affinities. Sponsorhub’s Senior Vice President of Analytics and Product Development Chris Luken said, “Our clients look to us to provide measurement of the digital conversations around mega events, athlete endorsements and team/league deals. ForSight’s Affinities tool is a key part of the solution we offer because it allows brands to see how effective they will be before a campaign starts, which is the name of the game for any successful marketing campaign.”

Global advertising agency FCB is another early user of Affinities. Senior Vice President of Strategic Analytics Leonardo T. Nagata said, “In our view, Affinities is a great technology that allows us to segment the audience without compromising audience privacy. We have confidence that this new feature will push social analytics forward. In fact, one day after it was released to Crimson Hexagon customers, we started implementing Affinities’ analyses for one of our major clients in the software industry, and the results look very promising.”

Crimson Hexagon was recently included in ‘The Forrester Wave™: Enterprise Listening Platforms, Q1 2014’. In the Forrester Research report, analyst Allison Smith writes, “Look to Crimson Hexagon to expand its relevance to other roles” in the enterprise. ForSight recorded among the highest marks for the product roadmap criterion, and the first public evidence of this strong feature pipeline from Crimson Hexagon is now unveiled in the shape of Affinities.

Crimson Hexagon’s ForSight platform currently holds more than 400 billion social media posts in its social media data library, adding one billion posts to its database every two days. Using analysis tools capable of distilling raw data into insights allows analysts to go further in identifying specific patterns, spikes or trends online, and highlight exactly what is driving the conversation. With today’s announcement, Affinities transforms the big data of social media, digging deeper into the makeup of audiences, and revealing fresh marketing and advertising opportunities.

To share more details about the new possibilities available to marketers using Affinities and the ForSight platform, Crimson Hexagon’s Senior Research Strategist Mitch Brooks will be hosting a webinar on Wednesday, April 9 at 11:00 a.m. EST called: ‘Introducing Affinities: Go Deeper Than Demographics With Social Data’. Click here to register.

About Crimson Hexagon

Crimson Hexagon, founded in 2007, is the leading provider of analysis software that delivers business intelligence from social media data for global corporations. Fast Company named Crimson Hexagon one of The Ten Most Innovative Web Companies. Powered by patented technology developed at Harvard University’s Institute for Quantitative Social Science (IQSS), the Crimson Hexagon ForSight™ platform delivers the industry’s deepest and most actionable insights from social media data. Clients and partners include leading global organizations such as Microsoft, Paramount Pictures, Starbucks, Simon & Schuster, Twitter, The United Nations Global Pulse Initiative, and leading agencies such as Droga 5, CP+B, HUGE, and We Are Social. For more information go to http://www.crimsonhexagon.com or read the Crimson Hexagon’s social media monitoring and analysis blog: http://www.crimsonhexagon.com/blog/.

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