What do you like best?
Utility for market research and insights:
I conducted two thorough and lengthy vendor reviews to find a social media analytics platform that meets the needs of a consumer market research and insights company like CEB Iconoculture. Infegy competes well on the standard functions most tools provide - tracking trends, influencer data, sentiment, etc. However, when it comes to added functions and utility for mining insights, Infegy is far and away the leader! This was true with Infegy's Social Radar platform, but they have pulled even farther ahead of the crowd with Infegy Atlas. The click-through features are intuitive and targeted for insights mining, and the demographic data has some of the best methodology behind it that I've seen. One of my favorite features is the historical data - all the way back to 2007 - which is invaluable for trending data. Trended data is also normalized, which allows for easier comparison between groups and dates. I also think it has one of the best approaches to filtering content to specific consumer groups like moms, dads, high school students, etc. Instead of filtering by site/groups of sites (which it is also capable of doing), they’ll create customized groups at the user-level which are based on semantics – a much more accurate approach.
One thing I'm constantly stressing with both internal and external clients is that social intelligence is qualitative data, not quantitative data. No tool can produce accurate, ready-to-act-on insight, and manual verification and analysis is needed. Tools are, however, invaluable for streamlining this process. A great tool provides efficiency in the process of analyzing millions of conversations, while maintaining as much accuracy as possible. Infegy Atlas undoubtedly does this best among the tools I've used (and with two lengthy vendor reviews, I've used a lot). That, in combination with the best UI I've seen for insights mining, makes Infegy Atlas the only social intelligence platform I recommend to others in the research and insights industry.
What do you dislike?
Infegy's previous platform, Social Radar, had a reporting function that I got quite attached to. That's missing in Infegy Atlas, but I believe it is on the road map. Further, I understand that it will be more like a dashboard function and therefore more dynamic for sharing with others. So, while I dislike currently having no reporting function, I'm excited for the added features that will be available when it is released.
Recommendations to others considering the product
For those looking for a social intelligence platform/tool for the purpose of market research and consumer insights, look no further. The social intelligence space is constantly improving/expanding, so this could change. However, as of now, no other social intelligence tool can touch Infegy Atlas when it comes to market research and insights functionality.
For those interested in tracking and monitoring, Infegy Atlas competes well with all vendors I've tried. It is particularly strong in the rigor applied to sentiment, filtering and trending. Just be sure to outline your goals and criteria on the front end before you start trialing tools. If you need a tool that integrates both listening and publishing, look elsewhere (Infegy doesn't try to do this - they know where they fit in the space of social intelligence, and they focus their efforts there).
What business problems are you solving with the product? What benefits have you realized?
Infegy Atlas has proven invaluable for getting a representative view of the consumer. We have both quantitative and qualitative sources of data that we use, and Infegy Atlas has provided qualitative data, and subsequent insights, we couldn't get at with other qualitative data sources (focus groups, online communities, etc.). This is especially true when asking questions introduces too much bias, and we really just need to observe. Social intelligence is the ultimate in observation research, and Infegy Atlas is the ultimate in social intelligence utility. For example, we recently used Infegy Atlas to study the changing definition of "celebrity," particularly among Gen We (defined by CEB Iconoculture as those born between 1996-2013). Using Atlas's trend functions, we were able to get an overall idea of how things are shifting. Then, using filtering and click-through functions, we were able to target the most relevant conversations to read through manually. The results were fantastic, and paired with our other data sources, we were able to show some truly compelling shifts and speak to brand best practices that address these shifts.