"TrendKite makes it easy to see how our Share of Voice for the ‘Advanced Natural Language Generation’ category is increasing over time."
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.
Alice Robbins - CORPORATE COMMUNICATIONS MANAGER
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.”
ALICE ROBBINS - CORPORATE COMMUNICATIONS MANAGER
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.
ALICE ROBBINS, CORPORATE COMMUNICATIONS MANAGER
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