• by Tobi Elkin  @tobielkin, September 28, 2016

Knotch, a provider of real-time intelligence on digital marketing, on Wednesday announced a redesign of its existing intelligence suite that will enable it to access pre- and post-campaign insights on branded content, among other things. Knotch worked with GE as a beta client on the redesign.

The overhauled platform offers three main capabilities:

-- A measurement function that offers brands an overview of their own branded content performance and analytics. Metrics include content pieces by type and publisher, engagement, time spent, demographics, overall brand sentiment, and more in a visual format and at an aggregate level.

-- Contextual intelligence, which enables marketers to search and follow brands or publishers that are actively creating branded content. Users can access real-time insights into what’s happening in the branded content universe in which they work, which is important to pre-campaign research. Trending brands and publishers can be curated by each user to create a custom feed specific to their interests.

-- The ability to uncover new creative opportunities. The so-called “wisdom” capability enables marketers to identify opportunities to increase share of voice in their specific vertical, understand and optimize their content lifespan, find top-performing content they could repurpose with residual budget, and understand the evolution of sentiment by demographic and location.

Knotch’s client roster includes Fortune 100 brands in the consumer package goods, financial, and entertainment sectors.

“Brands seek actionable intelligence. To date, they could choose one of two options—either providers of qualitative research like Nielsen, or quantitative analytics via tools like Omniture,” Anda Gansca, CEO, Knotch, told Real-Time Daily via email.

“We’ve partnered with Knotch to understand, benchmark, and optimize our significant content investment. The combination of attitudinal and behavioral insight into our content's performance allows us to better understand the impact of our investment when it comes to distribution and creative strategy,” Andy Markowitz, general manager, performance marketing, GE, said via email.