Audience intelligence platforms gather and analyze public data from online sources to help businesses gain in-depth insights into their target audiences. Marketers use the information gathered through these platforms to create customer segments, discover influencers, conduct market research, and inform decision making. By offering instantaneous and persistent access to audience insight and analysis, this type of software enables businesses to make quick, informed decisions around brand marketing, content strategies, advertising, and product development.
Like marketing analytics software and social media analytics software, audience intelligence platforms report on a brand’s audience demographics. However, audience intelligence platforms go a step further. These tools use artificial intelligence and machine learning to analyze social data and provide businesses with deeper insights into their target audience’s interests, opinions, behaviors, and affinities. Businesses that use audience intelligence platforms may also use social media monitoring software for social listening and influencer marketing.
To qualify for inclusion in the Audience Intelligence Platforms category, a product must:
Use artificial intelligence to analyze data on a company’s target audiences
Provide insights on audience psychographics and demographics
Create customer personas or audience segments based on information gathered about them
Offer tools for sharing or exporting audience segments to marketing and digital advertising platforms
