Brandwatch: Leveraging IoT for Enhanced Social Media Intelligence

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Brandwatch, a digital consumer insights company, was facing a significant challenge in its business intelligence (BI) operations. The company needed to understand and support its clients' needs by analyzing trends and patterns in the way its platform was used. To achieve this, Brandwatch combined service usage data from Mixpanel with customer data in Salesforce. However, its existing infrastructure was not supportive of this integration. The data lived in disparate silos that required manual, time-consuming aggregation, making the insights less useful by the time the data was pulled together for analysis. The company was unable to analyze customer information together with data on how customers used its platform. This meant that the BI team had to manually combine both types of information on spreadsheets to create reports. The process was not only time-consuming but also inflexible, limiting the analysis Brandwatch could do.

Brandwatch is a digital consumer insights company based in Brighton, UK. The company helps businesses understand the conversations customers have about their brands by providing detailed analysis of its massive social media database. Brandwatch's social media intelligence platform helps brands decipher online sentiment so companies can understand more about what their customers really want. The company uses sophisticated Business Intelligence (BI) to see trends and patterns in the way its platform is used, which helps it better understand and support its clients' needs.

Brandwatch sought a solution that could deliver data fast and in a flexible form. The company decided to stick with Google Cloud, which it was already using for some of its services, and partnered with Fivetran to build a real-time data pipeline. Using Fivetran's fully managed data pipeline solution, Brandwatch connected to BigQuery with just a few clicks to receive gigabytes of user event and commercial data from Mixpanel and Salesforce. The data was then analyzed and SQL queries were run to gain valuable insights, such as what behaviors denote client success. With a simple setup wizard, the team connected BigQuery to Looker as a data analytics platform to parse the combined information. This solution not only automated the reporting process but also enabled real-time data segmentation for more sophisticated analysis.

• The implementation of the Fivetran managed data pipeline built on BigQuery has had a significant impact on Brandwatch's operations. The improved BI has enabled the company's Customer Success team to work with a much more holistic understanding of the way clients behave, making them more responsive to their needs. The reports help identify everything from customer satisfaction with the brand promise, to potential gaps in the buyer journey, and how clients are performing against their industry. This information helps Customer Success Managers decide how best to help clients. The new tools have also brought about a change in the wider company. Teams now refer to constantly updated company-wide KPIs and align around them, fostering unity and collaboration. The new data pipeline has also freed up significant time that was previously spent on creating reports, allowing the team to focus on more efficient ways to add value.

• Doubled previous estimates of the true number of active users

• Transmits up-to-date, company-wide KPIs that help teams align on goals across departments

• Enables instant data segmentation for more sophisticated analysis