NetBase: A tool to help you understand consumers through what they say in social
August 07, 2015
NetBase: A tool to help you understand consumers through what they say in social
Score 8 out of 10
Vetted Review
Verified User
Overall Satisfaction with NetBase
I use NetBase in my function as a marketing analyst at Razorfish Health. We utilize social media data in two capacities 1) to understand core audience's changing brand perceptions, in light of marketing campaigns and 2) to gather insights about consumers related to core issues that are relevant to our clients. An example is work we have done with a large pharmaceutical company with a suite of OTC products. They were interested in understanding how moms perceive their products, and if there are any current barriers to purchase. NetBase allowed us to pull social media data from mom blogs and forums, across a two year history and to segment this data to surface key trends that our client could capitalize on.
Overall, the tool is easy to use with some practice. They have a clean data set, and the sentiment tracking is more accurate for our healthcare space than I have seen across many other competitive tools. The best part about working with NetBase is their customer service. Everyone I have encountered has gone above and beyond to help when needed, and they have a knowledgeable set of analysts who think about our client's problems in the same way we do, and help us address them effectively using their tool. I would highly recommend the product.
Overall, the tool is easy to use with some practice. They have a clean data set, and the sentiment tracking is more accurate for our healthcare space than I have seen across many other competitive tools. The best part about working with NetBase is their customer service. Everyone I have encountered has gone above and beyond to help when needed, and they have a knowledgeable set of analysts who think about our client's problems in the same way we do, and help us address them effectively using their tool. I would highly recommend the product.
Pros
- NetBase provides access to built in dashboards that provide valuable views of social media data with zero setup required from the user standpoint. This makes understanding the wide array of social data much more efficient than many other tools.
- NetBase sentiment scoring is highly accurate, and the tool allows flexibility in customizing sentiment tracking if corrections need to be made.
- NetBase provides superior customer service, and has a talented set of analytics team members who can support others in their usage of the tool.
Cons
- Insight Composer does not provide easy access to Facebook data that is owned through pages set up by clients. Although there are some alternate products that allow users to tap into this view, it is difficult to aggregate this with other 'earned' data that is organically captured
- NeBase's pricing model only provides access to one user. If others log in, that primary user is kicked out of access.
- Some filtering capabilities (by topic, or other criteria) in Insight Composer can be cumbersome. The previous dashboards were more difficult to use, with charts needing to be moved to create specific data cuts, however the tool has improved since then.
A total of 5 people use the tool. These individuals are spread across analytics, strategy and business development functions in our agency.
- Allowed us to generate quick access to social data for business pitches.
- Allowed us to sell in expensive social strategy projects.
- Allowed us to more effectively crunch social data, leading to higher margins on projects requiring this work.
I have used Brandwatch and Visible Intelligence (now Cision). NetBase is far superior to Brandwatch due to processing speed, UI, and sentiment analysis. I liked Visible Intelligence's flexibility with respect to Boolean queries better, however NetBase is a stronger all around product.
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