Presidents and others, it’s likely that other social platforms will similarly expand their capabilities into related areas. Given social media’s power as a mainstream communications tool for U.S. Why it matters. This evolution of Brandwatch into a social media-based business intelligence platform echoes Sprinklr’s announcement last year that it was evolving into a social media-based customer experience platform. Crimson Hex will continue its Cambridge office, and Brandwatch, based near London, will expand its New York branch.
Palmer noted that existing Crimson Hex customers will be able to continue their accounts for up to three years if they so desire, even past the point when the integrated platform will launch. In the integrated platform that will emerge in about a year, Palmer said marketers will get the best of both, as well as an improved customer service that draws from Brandwatch’s more tech-focused team and from Crimson’s more customer-oriented service.Īdditionally, he said, the newly enlarged firm - called Brandwatch - will pursue innovative technology through an engineering team of nearly 200. On the other hand, he said, Brandwatch offers a greater scale and a better user interface. But, he added, Crimson Hexagon, a Cambridge, Massachusetts-based company founded on Harvard research, has more extensive capabilities for AI and machine learning than his company’s few data scientists. He acknowledged that both companies have essentially “solved the same problem” of helping brands understand what was being said about them, and about topics that interest them on social media.
That’s according to Brandwatch CEO and co-founder Giles Palmer. The merger between social intelligence firms Brandwatch and Crimson Hexagon - announced Thursday - will lead to a new platform that integrates social media listening and research about markets, brands and consumers.
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