Complaining 2.0

Got a beef with your cable company? How about your bank? Hit the Internet and your complaints may actually get heard by the right people.

newBrandAnalytics announced a new product today that pulls chatter from social media, news sites, and other online sources and spits out in-depth analysis like where geographically the comments are coming from, who are the major influencers, and the sentiment of the conversation. Pulse is meant to help brands leverage social listening into actions, including launching timely marketing campaigns, offering direct customer support, or by issuing a press statement in crisis cases. Product management director Bhavin Desai says the new product will expand newBrandAnalytics beyond its traditional retail, restaurant, hospitality, and government customers. 

The company is contemplating targeting political campaigns. (They're sort of already are considering we usually vote for Mayor McCheese.) For now Pulse is being tested by companies like McDonald’s, Dick’s Sporting Goods, and David's Bridal and will fully launch in July. Bhavin, who joined the DC-based company in 2012, says Pulse can be used as a stand-alone listening solution or in combination with other products that provide localized intel on what consumers are saying and another product that helps brands connect directly with consumers. Pulse, developed in five months, differentiates itself by offering users automatic anomaly alerts so action can be taken before things get out of hand.