• February 20, 2015
  • By Leonard Klie, Editor, CRM magazine and SmartCustomerService.com

Appinions Launches Attention Analytics on Oracle Marketing AppCloud

Appinions has launched its Attention Analytics platform on the Oracle Marketing AppCloud.

Appinions' Attention Analytics platform helps marketers take a data-driven approach to their content marketing and other initiatives. Using patented natural language processing and social network analysis technology developed at Cornell University, Appinions processes hundreds of millions of articles from news feeds, blogs, social media posts, and other digital assets every day to identify and score trends, influencers, themes, and more.

"Our platform ingests content from billions of articles every day," says Perry Ziff, executive vice president of strategic relationships at Appinions. "It extracts opinions from all this content and attributes them to particular brands...to help marketers in the planning and execution of campaigns across social media, blogs, etc."

The integration with Oracle Marketing Cloud, Ziff adds, brings additional access to this information.

"Oracle Marketing Cloud allows users to plan and distribute marketing content," he says. "Now they can access our platform right from within Oracle to see how they're doing."

Appinions' Active Attention and Influence enables Oracle Marketing Cloud customers to gain a clear view of their marketplace, brand attention, thought leaders, and competitors. The application's theme extraction feature also allows marketers to focus content on the topics and issues that will gain the largest and most significant reactions among their target audiences.

"With Appinions, marketers can identify the most influential opinion holders for their brands, see where their brands stand in the market, and then collaborate with influencers to get their brand messages out effectively," Ziff says.

Attention Analytics users can query the insight to get the information that fits their specific needs, he adds.

Appinions' clients include business-to-business marketers from a number of Fortune 1000 firms, including Philips, Nissan, Siemens, Xerox, and Aflac.

"Appinions provides a unique and rich view into the markets we serve," said Georgina Michael, senior manager of stakeholder relations at Philips, in a statement. "They provide us with context to make decisions and to measure the impact of our campaigns. The platform can help us become more effective communicators and marketers."

According to Ziff, Oracle is Appinions' first integration partner; the company is looking for others.

"We are committed to helping marketers extend and optimize their technology investments by providing the industry's most comprehensive marketing technology ecosystem," said John Stetic, group vice president of product for Oracle Marketing Cloud, in a statement. "With the addition of Appinions, marketers using the Oracle Marketing AppCloud will now be able to gain valuable insights that drive and measure their content marketing results."

That, Ziff says, is key. "The extraction of public opinion is the best gauge of market perception of a brand," he says.

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