Release Notes: Tickr upgrades Media Analytics Cloud

Marketing data is in the mix, as well as comms analytics.

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Tickr, the common data platform for agencies and clients, today announced the release of Tickr Media Analytics Cloud 3.0, described as a substantial platform upgrade. The Media Analytics cloud ingests and analyses millions of news stories and social media posts.

The enhancements include deeper integration of AI and natural language processing (NLP), including industry-specific NLP. This enables the automatic development of self-teaching industry-specific data sets featuring terms specific to that industry.

When users mark a piece of content as “irrelevant,” Automatic Query Optimization removes the content, but also analyses it to improve future filtering. Content Cluster Analysis groups similar pieces of content.

For marketers, six new workflow tools pull together campaign and comms analytics. Paid, Earned, and Owned Media Monitor provides a unified view of content and campaign performance. Campaign Tracker analyses ad performance across channels. Brand Fitness Tracker and Brand Risk Monitor provide insight into brand perception over time, and predictive indicators of potential crisis events.

The set of tools also includes a Live Event Tracker and Competitive Intelligence.

Why we care. Mounting evidence shows that brand reputation is inseparable from customer experience, with two thirds of consumers making purchases from brands they believe share their values. This blurs the distinction between brand communications and marketing, and is reflected in the trend of offering a unified view of earned media coverage and campaigns (see, for example, Intrado’s integration with Adobe Experience Cloud).

About the author

Kim Davis
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.

Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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