November 12, 2012
By Judith Aquino,

Attensity Rolls Out Analytics Suite for Product Launches

Attensity, a social analytics and engagement applications provider, unveiled today a new analytics suite designed to provide marketing executives and brand and product managers with real-time research and insights about each phase of their product launches.

Dubbed the New Product Introduction solution, the analytics offering is powered by Attensity's Social Media Pipeline and natural language-based analytics, and is intended to help marketers uncover pre- and post-insights about new product launches.

"We are very excited to expand our product offering with these new solutions designed for specific business areas," said Catherine van Zuylen, vice president of global product management at Attensity, in a statement. "As research has shown, a product launch is successful only 20 percent to 60 percent of the time. Our New Product Introduction solution will improve that ratio, as enterprises will derive new insight into their launch strategies."

Attensity's client roster includes companies such as Charles Schwab, EMC, JetBlue Airways, Lloyd's Banking Group, Siemens, Starwood Hotels & Resorts, StubHub, and Travelocity.

The solution lets users do the following:

Explore market perceptions and preferences before the product launch to uncover areas of risk and opportunity;
Track consumer reception in the early stages of the launch, providing insights around both advertising efforts and possible service issues; and
Make quick changes based on empirical data that uncovers issues, intent, and expectations.

The New Product Introduction suite is part of a series of suites from Attensity that are designed to solve specific business challenges. It will be followed by solutions tailored for customer care analytics, brand analytics, campaign analytics, and competitive analytics. All of the solutions include analytics and reports based on customer insights culled from social media consumer conversations.