Umbria, Inc. Launches Breakthrough Blogosphere Analytics and Reporting Platform
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Umbria's New Approach to Mining Consumer Generated Media (CGM) Content Speeds Research, Reduces Blog Spam and Enhances Insight Generation
BOULDER, Colo., Aug. 7 / - Umbria, Inc., a market intelligence company that analyzes the opinions and perceptions of the online community and distills such comments into actionable market insights, today announced the official launch of its new analytics and reporting platform, Umbria Accent(TM).
More than a third of all Internet users are now blogging or posting to online forums, creating a new message every second. And it's not confined to just the younger generation. Thirty-six percent of home broadband users over 30 regularly post, according to a recent study presented at the WOMMA(1) conference in June. That number rises to 51% for those under 30 years old. One out of every 2 - 3 consumers is expressing themselves online in a completely unbiased forum.
More than a year in development, Umbria's Accent analytics platform will enable Umbria to mine insights from public online communities (comprised of blogs, message boards, chat rooms, and other public forums) in an automated and more expedited process - supporting clients in their quest for direct, unbiased feedback from their customers on products, marketing, competitors and the overall market.
"This wealth of content has enormous potential to change the way businesses understand, relate and market to their customers," said Janet Eden-Harris, CEO of Umbria. "Those customers are posting to families, friends and perfect strangers, and in the process, are telling us what they like, what they don't, what products they're going to try, what trends intrigue them and which ones have become passe. Umbria's enhanced analytics and reporting platform will help us get to those key insights faster, more accurately. We listen and assess, so our clients can decide and act."
Umbria is unique in its ability to assess both what is being said, and who is doing the speaking in the online world. Umbria's new analytics platform includes patent-pending algorithms and analysis templates to:
o Facilitate rapid exploration of topics in the blogosphere and message
board communities, identifying patterns and links between related
communities and blog/board authors that yield further insight to
clients. Umbria Accent has improved query performance more than 100-fold.
o Rapidly identify new sources of spam, and eliminate from client
analysis to dramatically improve accuracy of results. Umbria's
de-spamming approach is a key differentiator in the industry due to its
combination of accuracy and scalability
o Classify online posts, estimating gender and age for analysis of
customer type
o Make data more 'self-revealing' to help Umbria analysts find new
trends, patterns or future behaviors that can impact client businesses
About Umbria, Inc.
Umbria is a marketing intelligence company that analyzes the unaided opinions, perceptions, attitudes and behaviors of the online world (comprised of blogs, message boards, Usenet, product review sites, etc.) and distills it into actionable insights about companies, brands, products, people and issues.
Umbria analyzes voices of the online community by using proprietary Natural Language Processing and machine learning algorithms to dissect the who, what and why of online opinion, offering in-depth insights for some of the world's leading brands, including Electronic Arts, Scion and many others. For more information on Umbria, please visit www.umbrialistens.com.
(1)WOMMA: Word of Mouth Marketing Association
Source: Umbria, Inc.
Web site: www.umbrialistens.com/
