June 5, 2015
By Leonard Klie, Editor, CRM magazine and SmartCustomerService.com

NetBase Launches Live Pulse Mashup

NetBase, a social media analytics company, has launched NetBase Live Pulse Mashup, which combines NetBase's social media analytics with other critical key performance indicators (KPIs) to help top executives see the state of their businesses in real time so they can take action more quickly.

"Businesses are moving at the speed of social," says Pernille Bruun-Jensen, chief marketing officer at NetBase, "and with Live Pulse they can use it to pinpoint opportunities or crises."

NetBase Live Pulse Mashup provides real-time access to social data that can provide insight into consumer sentiment, share of voice, emerging topics, campaign performance, trends, and net sentiment. It tracks social media mentions across all the leading social platforms, alongside news, shareholder metrics, and Web analytics, and can even pull in information from the more than 60 third-party data sources—including Google Analytics, HubSpot, Yahoo Finance, Mail Chimp, and Adobe Analytics—that are integrated into the application. Companies can also customize the application to look at only the subjects that matter most to them.

"It's taking the strength of analytics and allowing companies to add their own key metrics, with social media at the heart," Bruun-Jensen says. "CEOs should be taking social seriously now. Social is becoming such an important part of what [CEOs] need to run their businesses right now."

Social, Bruun-Jensen explains further, "isn't the only piece of the equation, but it's an exceptionally valuable source and needs to be highly visible within any organization."

With NetBase Live Pulse, companies can receive live updates about how many people are talking about their brands and be the first to know if there is unusual activity; view the intensity of the chatter around their brands by geographic area to identify and focus on hot spots; and see what's trending for their brands and who or what is driving the conversations.

NetBase Live Pulse Mashup takes all of the information—regardless of the source—and presents it in a visual, command-center style, which, according to Bruun-Jensen, is how the brain "is wired." It's also easier for businesses to process. "Companies are so inundated with data. They need help, and they're getting that help through visualizations," she says.

Though marketed toward C-level executives, Bruun-Jensen says NetBase Live Pulse can be used by people in many roles throughout any company, whether it’s in the boardroom, marketing department, or contact center. "The visualizations keep everyone informed in an instant so they can take action," she says.

NetBase first launched its Brand Live Pulse product in April 2014. The product so far has been well received in the retail, hospitality, financial services, and apparel industries, according to Bruun-Jensen.