Top-Ranked Customer Insights Platforms (And Why You Need One)
Customer insights open up a different level of perception for brands to hone their customer strategies. They enable brands to understand customers at a more personal level and uncover unique opportunities in their journeys. In this article, we’re going to take a look at the top customer insights platforms available today.
Customer Insights Platforms
Customer insights platforms (CIPs) have become critical tools for businesses’ success for two important reasons: data and experience.
First, the digital landscape translates every consumer action into a data point that can be collected and analyzed to benefit both the brand and the customer. A “like” on a social media page, an abandoned checkout transaction, or an opened email—all of these digital events make up a customer’s digital footprint and round out their profile.
Second, brands that care about customer experience know they can only get it right by understanding the customers’ perspective. However, no amount of manual effort guarantees that all possible data have been duly collected, cleaned, and analyzed to produce quality customer insights. This is where a CIP’s capabilities come in.
A customer insights platform collects, analyzes, and manages data to enrich businesses’ understanding of their customers. The more complete the data collected, the deeper the insights generated. The best insights help brands discern their target audience’s motivations, expectations, needs, and experiences.
CIPs enable brands to:
- Understand customers at an individual level, at scale
- Surface points of friction in customers’ experience
- Track customer trends
- Predict customer behavior
- Accurately attribute channels’ and actions’ contributions to customer conversion
- Identify opportunities at different stages of the customer journey
- Drive conversion by selecting the Next-best Action
- Extend reach through audience segmentation and lookalike models
Now let’s take a look at the top customer insights platforms and their features. These include Attest, Mention, Google Trends, Heartbeat AI, and Treasure Data.
Attest is a consumer research platform brands can use to build both templated and customized surveys. It features an interactive results dashboard, a statistical significance calculator, and a text analysis tool. These generate consumer insights based on responses, audience demographics, and data correlations.
- Survey builder with templated and customizable forms
- Interactive results dashboard
- Statistical significance calculator
- Text analysis
By tapping into direct feedback from surveys, Attest aims to use firsthand customer knowledge and experience to measure brand perception, purchase intent, and overall brand performance.
Mention is a social listening solution with capabilities for social media monitoring and publishing. Mention’s platform filters and analyzes posts to provide insights about a brand’s target audience.
- Social media monitoring
- Social sentiment analysis
- Social analytics
- Data visualization and reporting
Mention makes use of social media content and activity to help brands learn more about their target audience.
Google Trends is the best-known tool for measuring keyword and search term popularity on Google. It provides insight for brands by analyzing volume index, search trends, and audience characteristics.
- Search term trends
- Interest by region and over time
- Keyword comparison analysis
- Image/ news/ etc. searches
Google Trends uses search activity to help businesses stay in tune with audience interests and trending issues.
Heartbeat AI is an emotional analysis platform that seeks to measure collective emotions from qualitative text data. The platform provides insight by analyzing unstructured text data for indicators of emotions.
- Emotion text analytics
- Machine Learning algorithm
- Customized taxonomies for emotion categories
Heartbeat AI seeks to extract insight from organic customer feedback in online reviews and call center transcripts (in contrast to structured survey responses). These insights are translated into emotions and themes that affect behavior and decisions.
Treasure Data Customer Data Cloud is an integrated suite of cloud-based customer data platform solutions. Treasure Data provides insight by collecting and centralizing customer data, unifying profiles, and analyzing journeys to surface hidden trends in customer behavior.
- Customer data collection and centralization
- Customer profile unification
- Audience segmentation
- Machine Learning techniques and predictive analytics
- Next-best Action recommendation engine
Instead of relying on just one source of information (such as survey responses or social media activity) Treasure Data Customer Data Cloud ingests every possible source of customer data: website activity, social media engagement, mobile app use, purchase history, customer service, and more. Treasure Data’s platform also stitches information together to unify customer profiles–-a critical feature for deriving accurate insight about specific target groups.
In summary, a customer insights platform enables brands to translate customer data into actionable insights. These insights help brands better understand their audiences and consequently improve customer experience to drive conversion. CIPs rely on different sources of information including survey responses, social activity, and search history, among others. However, the best customer insights platform makes use of every available information source to provide deep and accurate insights about a target audience. The stronger the customer data foundation, the richer the insights for brands.
Uncover Customer Insights With Treasure Data
Treasure Data Customer Data Cloud is an enterprise-grade customer insights platform trusted by Fortune 500 and Global 2000 companies around the world. See what you can do with Treasure Data:
- Collect and centralize customer data from all sources
- Unify customer profiles using online + offline data
- Analyze customer journeys
- Derive actionable customer insights using Machine Learning techniques
- Personalize customer experiences at all customer journey stages
- And more
To learn more about how you can leverage Treasure Data’s customer insights platform, consult an expert today. Want to learn more? Request a demo, call 1.866.899.5386, or contact us for more information.