Audiense

In 2010, Javier Burón and Alfredo Artiles built an app called Follow Friday, which quickly gained over 100,000 Twitter followers. They were curious to better understand their newfound audience on Twitter, which led them to develop their first version of Audiense (then SocialBro) using the Twitter APIs. The initial product offered audience insights and segmentation tools to help businesses understand and manage communities on Twitter at scale.

As their customers have become more adept at social, Javier and his team have continued to build out features that strike the right balance between scale and personalization. "Along the way, we’ve tried to be mindful of building a solution that works for companies with very large follower and audience bases, and still aims at driving genuine and natural one-on-one interactions," notes third member of the executive team, Carlos Serra.

Since their initial product launch, Audiense has integrated with Twitter Enterprise APIs (formerly Gnip APIs) and third party data sources like IBM Watson to enrich social profiles with over 150 different segmentation criteria. This integration has helped drive two key areas for the Audiense platform:

• Segmentation and intelligence. Using IBM Watson, Audiense provides personality and emotional analysis on Twitter data to create new segmentation and targeting criteria. "We’ve always focused on helping companies manage their communities at scale, and adding this layer of targeting and segmentation capabilities is key to ensuring that relevant, personal, one-to-one interaction on Twitter, every single time.
• Segmentation and intelligence. Using IBM Watson, Audiense provides personality and emotional analysis on Twitter data to create new segmentation and targeting criteria. "We’ve always focused on helping companies manage their communities at scale, and adding this layer of targeting and segmentation capabilities is key to ensuring that relevant, personal, one-to-one interaction on Twitter, every single time.