Brand Analytics helps you quickly assess your brand’s strengths and weaknesses, make data-driven decisions, and adjust real-time strategies to improve brand perception and engagement. Easy-to-share reports allow you to communicate key insights with stakeholders more efficiently, speeding up decision-making.
We've made Brand Analytics even more powerful with Tab-Level AI Insights. This new feature provides AI-powered insights for each tab, giving you a more detailed view of your brand's online performance. With these insights, you can identify actionable data faster, improve efficiency, and ensure no important detail goes unnoticed.
This article will cover:
Prerequisites
Before using Brand Analytics, you must create and save an Explore search. Learn more about Creating an Explore Search.
Use Cases
Below are two personas who might use Brand Analytics and Tab-Level AI Insights:
Brand Manager
Situation & Challenges
Struggling to Measure Campaign Effectiveness: Marketing managers often find it difficult to evaluate the real-time impact of campaigns and ensure they’re reaching the right audience.
Inconsistent Brand Messaging Across Channels: Maintaining a cohesive narrative across multiple platforms can be challenging, and missed insights can lead to lost engagement opportunities with key audiences.
Data Overload: With so much data available, it’s hard to pinpoint the most relevant insights that accurately reflect a brand’s performance and consumer engagement.
How Brand Analytics and Tab-Level AI Insights Can Help
Volume Tab: Track mention trends to see where your brand is being discussed most. This helps you understand where campaigns are gaining traction.
Engagement Tab: Measure engagement trends to assess how well campaigns connect with your audience and make timely adjustments.
Narrative Tab: Gain insights into the broader conversations surrounding your brand to ensure consistent messaging and identify any market misalignment.
AI-Powered Insights: Each tab uses AI to help you sift through data quickly, making it easier to spot performance drivers and adjust strategies accordingly.
Note: This does not have to be exclusively used for a Brand Search. For instance, another great opportunity to use Brand Analytics would be for an Industry search to better understand the conversations happening within your industry as a whole, not necessarily your brand alone.
PR and Communications Professional
Situation & Challenges
Monitoring for Potential Crises: PR and communications professionals must constantly track brand mentions to catch potential crises or negative press early. Quick responses are essential to preventing reputational damage.
Lack of Insight into Public Perception: It’s challenging to understand how the public perceives a brand across multiple channels, especially when media narratives shift rapidly.
Time-Consuming Reporting: Creating and sharing detailed reports on brand perception and media impact can be time-consuming, making it difficult to deliver up-to-date insights promptly.
How Brand Analytics and Tab-Level AI Insights Can Help
Narrative Tab: Identify key topics and keywords related to your brand, giving PR teams early warnings about emerging trends that could affect reputation.
Easily shareable reports streamline the process, allowing teams to quickly deliver insights to executives and stakeholders during critical moments.
Using Brand Analytics and Tab-Level AI Insights
Follow these steps to use Brand Analytics and Tab-Level Insights:
Click Explore in the left-hand navigation bar
Open an existing search
Select the Analytics drop-down
Click Brand Analytics
You will be in Brand Analytics when you see the tabs called Volume, Narrative, Sentiment, Engagement, and an AI-Powered Insight
Note: As you navigate through, you’ll notice the AI-Powered Insights change to reflect the metrics and data shown in that tab
There are four tabs in Brand Analytics:
Volume
Tracks metrics on mentions trends, top locations, and top sources.
Metrics Included in the Volume Tab:
Content Stream
Mentions Trend: The overall trend of mention activity across all sources. It includes both the total and average number of mentions per day, along with the percentage change compared to the previous period. AI Spike Insights appear when there is a significant statistical shift in news and social media conversations. For a spike to register, there must be at least 25 mentions, and the trend must include at least seven data points. Learn more about Spike Detection.
Mentions Trend by Source Type: Mention activity trend displayed by source. The total and average volume of mentions per day and the percentage change compared to the previous period.
Top Locations: Distribution of mentions by location where users posted from.
Top Editorial Sources: Editorial publications that appear most frequently.
Top Shared Links: Links that are included most frequently in articles and posts.
Top Blogs: Blogs that appear most frequently in your results.
Top Subreddits: Subreddits that appear most frequently in your results.
Top Forums: Forums that appear most frequently in your results.
Note: Per their policies, YouTube data is excluded from all visualizations.
Narrative
Delivers insights into the main topics surrounding your brand or search, offering top keywords and entities to give you a clearer understanding of your brand’s or search keyword’s associations.
Metrics included in the Narrative tab:
Content Stream
AI-Powered Clusters: Clusters are generated using Meltwater's proprietary AI, grouping articles and social posts based on content similarity. These clusters can include news articles, blog posts, social media posts, and Reddit content. AI-Powered Clusters are formed from a selection of content across the entire cluster, not just your search results. This approach provides a broader and more accurate context of the story.
Top Keywords and Entities: Keywords, hashtags, emojis, people, products, places, or organizations that appear most frequently.
Topic Breakdown: Topics that appear most frequently. The chart shows three levels of topics and sub-topics. Click on a topic to expand the sub-topics. YouTube data is excluded from this visualization per their policies.
Top Topics: Topics are automatically assigned to documents using natural language processing (NLP). YouTube data is excluded from this visualization per their policies.
Note: Per their policies, YouTube data is excluded from all visualizations.
Sentiment
Breaks down sentiment analysis to show how your brand or search keywords are perceived.
Metrics included in the Sentiment tab:
Content Stream
Sentiment and Sentiment Trend: Tonality of mentions. Sentiment is derived from our natural language processing algorithm. "Not Rated" mentions don't have enough text to analyze sentiment.
Sentiment By Source: Tonality of mentions by source. Sentiment is derived from our natural language processing algorithm. "Not Rated" mentions don't have enough text to analyze sentiment.
Top Keyword Sentiment: Positive and negative keywords from mentions that appear most frequently.
Emotional Comparisons: Mentions that express a particular emotion. Emotional comparisons are based on specific keywords, phrases, and emojis.
Note: Per their policies, YouTube data is excluded from all visualizations.
Engagement
Highlights engagement trends, giving you a clearer view of how people interact with your brand or search keywords.
Metrics included in the Engagement tab:
Content Stream
Engagement Trend: The total and daily average amount of likes, reposts, etc., and the percentage change compared to the previous period.
Engagement Trend by Source Type: Breakdown of engagement across news, social media, and other source types over time.
Top Shared Links: Links are frequently included in articles and posts.
Exporting and Sharing
Similar to the Classic Analytics view, Brand Analytics makes it easy to turn your data into deliverables.
In your search, select Share on the right-hand side
Click Share Dashboard
Note: When you share your dashboard, it will reflect the metrics that appear in Brand Analytics.
You can edit each slide just like a Classic Analytics dashboard
You can also download it as a CSV or PNG
💡 Tip
Need more help? Feel free to reach out to us via Live Chat or check out our Customer Community.
Find answers and get help from Meltwater Support and Community Experts.