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Narrative Science is shifting perception of its business focus and growing awareness of an emerging technology category.

Download the Narrative Science Case Study

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"TrendKite makes it easy to see how our Share of Voice for the ‘Advanced Natural Language Generation’ category is increasing over time."

alice robbins - corporate communications manager

THE PROBLEM

Shifting Perception of Offerings and Building Awareness of Emerging Technology Category

As the nature of earned coverage would have it, Narrative Science was initially tagged as an ‘automated journalism’ company. As the company grew, its solution offerings expanded into the enterprise, catalyzing the growth of a new technology category - Advanced Natural Language Generation. So, the marketing team set out to tell everyone who they really are, and what they really do.

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"We were previously associated with automated journalism, which isn’t what we do anymore. We realized we needed to shift perceptions, and grow our reputation as an enterprise software provider, in a new, emerging category: Advanced NaturalLanguage Generation. To measure our progress, we needed a way to monitor changes in key phrases associated with us, and the overall growth in awareness of Advanced NLG."
Alice Robbins - CORPORATE COMMUNICATIONS MANAGER

THE SOLUTION

A Platform That Lets Them Slice, Dice, And Hone In On The Data They Need

Using TrendKite, the marketing team measures the success of its new positioning and ongoing pitching by looking at key message pull through in earned media coverage. They also created tailored dashboards to keep close tabs on publications and journalists writing about natural language generation, so they can discover and join the conversation in real time. Some dashboards examples: “Industry: Natural Language Generation,” “Narrative Science & Competitors - Advanced NLG,” and “Advanced NLG Green Space - No Competitors.”

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"TrendKite helps me hone in on key messages and detect if there’s a decrease in mentions of ‘automated journalism’ in our coverage and an increase in descriptors aligned to our current strategy. The platform makes it easy to segment the media landscape and filter out publications that don’t support our business objectives, so I can get a realistic view of our Share of Voice for the Advanced NLG category, and how it’s increasing over time."
ALICE ROBBINS - CORPORATE COMMUNICATIONS MANAGER

BONUS

Benchmarking Against Historical Performance

Alice joined the Narrative Science team recently, so she was missing a lot of tribal ‘what worked, what didn’t’ knowledge. Upon switching to TrendKite, she learned she could look at historical data back to 2013, so she was able to quickly come up to speed on earned media lessons-learned.

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"Something I absolutely love about TrendKite is the ability to do retrospective looks. As someone who hasn’t been here that long, it was invaluable to be able to look at the past six months of data, and year-over-year trends."
ALICE ROBBINS, CORPORATE COMMUNICATIONS MANAGER

Spotlight Features

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Key messages

Are we being put in the right

product category?

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Share of voice

How does your brand compare to

others in your industry?

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Historical data

How frequently are journalists

writing about a topic?

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