‘Forrester Wave Report Names Top Four Social Listening Tools’ – Marketing Land
Barry Levine says, “In this age of social, listening tools have become marketers’ ears.
In its new Wave report on Enterprise Social Listening Platforms, for instance, Forrester Research noted that social listening helped Yoplait realize it needed to drop high fructose corn syrup from its yogurt, and an unnamed carmaker figured out the main reasons customers were resisting the purchase of electric cars.
The top tools to help brands listen to their customers’ social expressions, according to Forrester: Synthesio, NetBase, Sprinklr and Brandwatch.
Those four were ranked in the top category of Leaders. Forrester points in particular to Synthesio’s connection of social listening to business-oriented metrics, NetBase’s data on “audience interest levels in specific topics,” Sprinklr’s rules-based engine for routing posts needing attention to specific agents and Brandwatch’s focus on data visualization.
The second-highest category, Strong Performers, included Crimson Hexagon, Clarabridge, Salesforce, Networked Insights and Cision. Prime Research, Oracle and Sysomos occupied the lowest group of Contenders”.
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