Marketing services consultancy Catalyx has launched a significant capability based on a series of entirely new machine learning algorithms that gives brands and businesses a powerful new way to understand, track, identify and uncover information online about their consumer, key influencers, products, campaigns, competition or really anything else of interest. The new digital tracking and analysis product, Catalyx Extract, was developed in collaboration with the École Polytechnique Fédérale de Lausanne (EPFL), a world leading research institute that specialises in science and technology.
Guy White, CEO and founder of Catalyx says, “Catalyx Extract is an incredibly powerful tool. It will give our clients an entirely new way to track digital campaigns, uncover key opinion leaders and discover trends and insights. We have been working with some of the most experienced people on the planet to create a tracking, analysis and insight capability that we believe breaks new ground.”
Catalyx Extract uses a contextual approach that allows for identification and consolidation of conversations that don’t reference a particular keyword but that are related. As an example, if a user said ‘I love Nike’ and another user said, ‘Me too, especially Air Max’, other tools would miss the second sentence. With Catalyx Extract’s upgraded capabilities, this is no longer the case and the data will be captured, analysed, and used to improve marketing campaign strategies.
Current technologies return results based exclusively on which information was entered into the program whereas Catalyx Extract uses its intelligence to assess related environments and subsequently refines and improves search criteria, so it’s constantly improving the clients tracking. It also specialises, in identifying influencers, and not just those with the most views. The tool drills into thousands of small social clusters in related categories and identifies the key people that will have a positive effect on the client’s brand.
Professor Karl Aberer, who headed the team at the DISL says, “The technical side of Catalyx Extract makes it particularly strong. It’s different because it enables a much more complete and insightful analysis and tracking. It is exceptional at identifying trends and will allow brands to gain a far more in depth understanding of their customer.”
In the days leading up to the product launch, Catalyx was named winner of the Insight Management category at the MRS awards 2016. The commendation was based on the work the company did with the International Committee of the Red Cross in collaboration with 100%Open whereby a collaborative platform was created to facilitate provision of solutions to front line aid workers and beneficiaries.
For more information on Catalyx Extract, or to request a demo, click here.