Brandwatch

Brandwatch is a social media suite company owned by Cision.[1] Brandwatch sells two different products: Consumer Intelligence and Social Media Management.[2]

Brandwatch
TypeSocial media software
Founded2007
FounderGiles Palmer
Headquarters
Brighton
,
United Kingdom
Number of locations
15
Key people
Cali Tran (Chief executive officer)
Products
  • Consumer Research
  • Vizia
  • Reviews
Brands
  • Consumer Intelligence
  • Social Media Management
ServicesMarket research, consumer research, social media analytics, social media monitoring, social media management.
Number of employees
1,000+
ParentCision
Websitehttps://brandwatch.com/

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.[3]

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.[4][5]

History

In 1999, Runtime Collective Ltd, a web-engineering company, was incorporated by CEO Giles Palmer.[6] In 2005, the company launched Magpie Search and Alert, a search engine for finding documents such as financial statements and patents.[7] In 2007, this was relaunched as Brandwatch, which instead focused on tracking social media mentions and social advertising impact.[8]

Investment

The company received $6 million in venture capital from Nauta Capital in March 2012.[9] 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.[10] By May 2014, Brandwatch had gained $22 million from a new round of funding led by Highland Capital.[9] In September 2015, Brandwatch launched a French website.,[11][12] On October 29, 2015, Brandwatch raised $33 million in Series C funding, led by Partech Investors, to invest further growth in the US.[13] In February 2021, Brandwatch was acquired by Cision.[1]

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,[14] PeerIndex helped social media contributors 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.[15]

Brandwatch acquired PeerIndex in December 2014.[16] With the use of PeerIndex technology, Brandwatch created their Audiences product, which they released in July 2016.[17]

BuzzSumo acquisition

BuzzSumo is a content marketing research and analysis tool, with its first Pro version released in September 2014.[18] Brandwatch acquired BuzzSumo in October 2017.[19]

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.[20]

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.[21]

Qriously acquisition

Qriously is a mobile market research, polling, and survey tool. The tool has been notable in its use of predicting a highly accurate prediction for the Labour Party (UK)'s vote share in the 2017 United Kingdom general election.[22] Qriously, along with Kantar and Opinium Research, were also praised for their 2019 United Kingdom general election prediction.[23]

Qriously were acquired by Brandwatch in March 2019.[24] It is no longer available for clients.

Cision acquisition

Brandwatch was acquired in Feb 2021 by Cision for 450M USD.[25]

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.[26]

Brandwatch has 15 offices across the world, including in New York, London, Brighton, Copenhagen, Berlin, Sofia, Paris, Singapore, and Sydney.

Similar metrics

References
  1. "Brandwatch is acquired by Cision for $450M, creating a PR, marketing and social listening giant". TechCrunch. Retrieved 2022-07-04.
  2. "Brandwatch | Digital Consumer Intelligence". Brandwatch. Retrieved 2022-07-04.
  3. Barysevich, Aleh (2021-04-30). "5 Best Tools to Measure Share of Voice on Social Media". Convince & Convert. Retrieved 2022-11-18.
  4. "PR management firm Cision is acquiring Falcon.io to expand into social media marketing". TechCrunch. Retrieved 2022-07-04.
  5. "Every Product, Every Resource, All Our Expertise, on One Site". Brandwatch. Retrieved 2022-07-04.
  6. "RUNTIME COLLECTIVE LIMITED - Overview (free company information from Companies House)". beta.companieshouse.gov.uk. Retrieved 2020-02-11.
  7. "Making Confident Product Decisions with Giles Palmer, CEO Brandwatch". SaaStock. 2018-02-09. Retrieved 2020-02-11.
  8. "Start-ups find their feet at 'Silicon Beach". www.ft.com. Retrieved 2020-02-11.
  9. Garett Sloane (22 May 2014). "Brandwatch Raises $22 Million". AdWeek. Retrieved 28 June 2014.
  10. Eric Carter (20 March 2014). "Today in APIs: Brandwatch and Gnip Team Up, and 5 New APIs". Retrieved 28 June 2014.
  11. "New: Brandwatch Launches into France". Brandwatch. Retrieved 2015-11-10.
  12. Jeremy Taylor (11 July 2012). "Social Media Monitoring Tips, Tricks, and Challenges: Interview with Giles Palmer, CEO and founder of Brandwatch". Retrieved 28 June 2014.
  13. Butcher, Mike. "Social Intelligence Startup Brandwatch Raises $33M Series C To Grow In US". TechCrunch. Retrieved 2015-10-29.
  14. Stephanie Rosenbloom (June 26, 2011). "Got Twitter? You've Been Scored?". New York Times. Retrieved 1 July 2011.
  15. Mike Butcher (June 22, 2011). "PeerIndex hits 45m profiles". TechCrunch. Retrieved 1 July 2011.
  16. O'Reilly, Lara. "UK-Based Social Media Monitoring Company Brandwatch Has Acquired PeerIndex For A Reported $16 Million". Business Insider. Retrieved 2020-02-12.
  17. Czarnecki, Sean. "Brandwatch rolls out social insights tool, Brandwatch Audiences". www.prweek.com. Retrieved 2020-02-12.
  18. "Review: BuzzSumo Ups The Ante In Content Analysis". Search Engine Land. 2014-09-17. Retrieved 2020-02-12.
  19. "Social media monitor Brandwatch acquires content marketing platform BuzzSumo". TechCrunch. Retrieved 2020-02-12.
  20. "Social intelligence platforms Brandwatch and Crimson Hexagon to merge". TechCrunch. Retrieved 2020-02-12.
  21. "Brandwatch Unveils a New Product to Enhance Consumer Intelligence for the Market Research Industry". www.martechadvisor.com. Retrieved 2020-02-12.
  22. Belam, Martin (2017-06-08). "Seen the poll that shows a Labour victory? It's worth checking the methodology". The Guardian. ISSN 0261-3077. Retrieved 2020-02-12.
  23. Wilson, Josh; Gilbert, Dominic (2019-12-13). "Election pollsters vindicated as nine out of 12 correctly call Tory landslide". The Telegraph. ISSN 0307-1235. Retrieved 2020-02-12.
  24. "Brandwatch turns its war chest on acquiring market research startup Qriously". TechCrunch. Retrieved 2020-02-12.
  25. "Back to the Future of PR and Marketing: Cision Acquires Brandwatch".
  26. Times, The Sunday. "Best places for business: Brighton". The Times. ISSN 0140-0460. Retrieved 2020-02-12.
  27. Hall, Sharon Hurley (January 14, 2013). "3 Dashboard Tools That Measure Social Media Engagement". The Daily Egg. Archived from the original on January 16, 2013. Retrieved October 5, 2019.
  28. Hall, Sharon Hurley Hall (June 4, 2013). "Don't Like Klout? 12 Other Ways to Track Social Media Influence and Engagement". The Daily Egg. Archived from the original on February 21, 2015. Retrieved October 5, 2019.
  29. Hall, Sharon Hurley (January 14, 2013). "3 Dashboard Tools That Measure Social Media Engagement". The Daily Egg. Archived from the original on January 16, 2013. Retrieved October 5, 2019.
  30. Perez, Sarah (February 5, 2013). "Influitive Acquires Social Inbox Startup Engagio To Aid In 'Advocate Marketing' Opportunities". TechCrunch.
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