Isentia re-structures organisation and launches new brand and new data insight led services
Media intelligence company, Isentia, has restructured the company under a new single brand, and invests in machine learning technologies to give clients more relevant and actionable insights from media sources.
These investments include the launch of ‘Stories’, an additional capability within its MediaPortal platform, which was recently upgraded. Stories summarises news trends and provides timely analysis to clients. Taking all the relevant content on a topic, presented in clusters, Stories give clients the insight into how themes are evolving through the day, and understand its reach and velocity.
Customers are given the option to probe into any story to uncover deeper insights, such as correlations between outlets, key influencers and any resulting amplification on social media. Rather than having to examine hundreds of media items, Stories provides customers with close to real-time intelligence that is invaluable in strategy planning and risk assessment.
Says John Croll (pictured above), chief executive officer and managing director, Isentia: “The complexity and speed of today’s media cycle, and the growth in social media, means our customers are finding it more and more difficult to trawl through the influx of data and make timely decisions. There’s information everywhere, but what’s rare and what’s valuable, is real insight.
“Our priority is providing customers with those insights by enhancing our product offering. Our MediaPortal redesign earlier this year is a good example. And today, Stories will show our customers how a piece of news is evolving in real-time so they can make decisions faster. We’re also improving our data intelligence platform, which will increase the speed, scalability and content sources for our clients in multiple languages.”
Isentia is also introducing new back-end technologies so crawler cycle frequency is significantly improved, with a projection of approximately a million items per day across nine languages processed – providing even more valuable data that can help inform business decisions for clients throughout the Asia Pacific region.
More than 50 channels identified as key across the Asia-Pacific region will be crawled each day, including approximately 65,000 news websites covering content in English, Chinese, Thai, Vietnamese, Tamil, Tagalog, Malay, Indonesian and Korean. Rich media items, such as online video and audio will also be captured, adding new content sources to the Isentia product offering.
New brand and restructure
Isentia has restructured the sales organisation in all markets and refreshed its brand as part of its growth strategy.
This includes the integration of the Brandtology and King Content brands into Isentia, so the core focus is on integrated media intelligence, research, insights and strategy content.
The new brand adopts the iconic mathematical three dots symbol for ‘therefore’. The dots are shorthand for the moment a problem moves to a solution, via an insight. This new graphic reflects the personality and nature of the Isentia business as a problem solver and highlights the positive outcomes the company creates for them.
Says Croll: “Our commitment to our customers continues to fuel our quest to deliver the best in functionality and user experience they’ve grown accustomed to. We’ve adopted the dots in our brand design because it embodies our brand proposition of real data intelligence, and how this manifests as real-world problem solving.
“The new brand, the new products and the re-organisation means we can focus our sales efforts on growth across the region and increase the penetration of both our Research & Insights as well as our Strategy & Content products.
“We will leverage our core business where we have a significant market share, and enhance and broaden our products as we deliver real data intelligence to our clients.”