Signal AI, a global data insights company, this week announced the launch of its External Intelligence Graph, which provides a view into the relationships between a company and other real-world topics such as consumer trust.
The nine-year old company has been working for the past two years to “focus some data science and engineering resources to understand how these topics connect to each other,” says Clancy Childs, chief product officer.
There were early adopters using the technology in a private beta, but Childs says Signal AI will make available the “higher analytics” to all its customers in the web app in the coming quarters.
Childs defines “lower-level analytics” as technology that can tell a marketer how many times a company’s brand has been mentioned in a specific publication during the past three months.
He defines “higher-level analytics” as the ability for marketers to ask more specific questions. For example, someone working at Tesla might ask how closely or often the company is mentioned in terms of autonomous vs. electric vehicles compared with General Motors or Ford.
The External Intelligence Graph -- the underlying data capability making it possible, which officially launched this week -- analyzes topics and makes it possible to determine how each relates to one another over time. The data shows companies how its brands are perceived alongside topics of interest.
For instance, the technology can tell a marketer how many times a company’s brand has been...
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