Crimson Hexagon Unveils 'Affinities' Social Media Analytics Tool

by Val Brickates Kennedy , March 24, 2014

Ad tech firm Crimson Hexagon has unveiled a new analytics tool that will help marketers better understand the demographics of people discussing their brands and companies on social media.

Crimson Hexagon said the new tool, Affinities, will give added functionality to its ForSight analytics platform by compiling data on the interests and preferences of social media users.

"ForSight has always been able to analyze conversation across social media to tell marketers what people are saying and how that conversation has changed over time. But to gain real, actionable insights, marketers also need to know ‘who' is talking about them and engaged with their company on social media," said Crimson Hexagon President Curt Bloom, in a statement.

"With Affinities, we're introducing a tool that provides unprecedented insight into audience interests. Affinities reaches into the minds of the people actually doing the talking and quantifies what they like, what brands and topics they are engaging with, and what does -- and does not -- resonate with them," Bloom added.

ad technology, digital marketing, social media

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