Analyze a brand’s overall online presence with Intutel

written by hiveminds_dev

on September 11, 2017

Intutel is a market intelligence cloud — a suite of monitoring & analytics tools to help brands, marketers and market research companies to analyze a brand’s overall online presence or to assess an industry. We’re excited to share this article where Kevin William David from Siftery interviewed Jyothirmayee JT, Founder at Intutel to know more about our product. The original article was published on Siftery, here.

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Hi Jyothirmayee! So tell us about what you are working on? What is Intutel?

Intutel is an integrated market intelligence suite to enable better decisions in marketing. We transform brand & customer conversations into decision intelligence around owned, earned & paid media.

“Intutel Search” helps marketers accelerate growth from organic & paid search by finding the right keyword segments to target. It allows monitoring of keywords, competition benchmark and industry assessment by segments/categories.

“Intutel Social” provides deep dive analytics for a brand across social media platforms in one place.

“Intutel Intelligence” provides user perception of a product, brand or its marketing message. It extends the benefits of social intelligence for a brand to consumer chatter in the industry across the web in all formats — reviews, forums, blogs, news & search.

Brand manager, marketers & market research agencies can use Intutel to measure/ analyze:

  1. Market reach through digital
  2. Impact of marketing campaigns
  3. Competitive intelligence
  4. Industry insights
  5. Customer feedback

Tell me more about why you are building this? What problem are you trying to solve?

Marketing today has moved towards integrated messages across channels, omnichannel targeting. This shift demands a reciprocatory move from attribution and analytics tools is taking longer due to technology challenges more specifically difficulties in interpretation of data.

Over the last 2 years, we worked on a few consulting projects delivering research reports with integrated learning across channels for a given industry. One of the early ones was, for a top realtor in US to assess supply-demand of properties at the county level and the market presence of various competitors. We saw that our reports gave them a quick pulse of the industry, competitors and consumer demand which was sufficient to fast-track strategic initiatives. This saved them many months of field research. This led us to build Intutel as a Market Intelligence Cloud which was a gap in the industry.

Interesting! So how is Intutel different from what’s already exists in the market?

In terms of our positioning and the problem we solve, BrandWatch is a competitor. From a feature set and target audience of course there are many tools which are being used in the market for Search & Social Analytics separately which would compete with Intutel. Talkwalker** and Unmetric **are popularly used by our target group. In Search, there is SEMrush, Ahrefs and Moz who have similar reports.

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What’s unique about Intutel is the ability to converge all metrics across channels into one. Our other standout offerings are automated insights, categorized view of topics along with sentiment analysis and detailed overlay of industry & competition strategy.

Sounds like a great tool for any brand manager or marketing agency!Can you tell us a bit about the different customer segments using Intutel?

Our analytics and monitoring tools are used by marketing managers at small to medium businesses. We also have few agencies who have white-labeled the product. Respective account managers use the product for their clients.

Intutel Web Intelligence is being used by market research companies and large agencies to assist their clients in brand positioning, measuring campaign success and to assess new markets before launch. The report created by them is eventually consumed by brand managers.

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How are your customers using Intutel? Could you share a few different use cases?

Intutel’s suite primarily helps in the following:

  1. Product Positioning
  2. Product Launches
  3. Brand Association
  4. Competition Benchmarking
  5. Campaign Monitoring
  6. Listening

A popular confectionery product in the market wanted to understand consumer reaction to their new TVC. We found out that with different geographies the interpretation of the new TVC was different from the consumers. While it was well received in North America, Asia posed challenges for the brand. With a deep dive research on the concept itself helped them nail the messaging suitable for different geographies accordingly.

We recently helped a Japanese toothpaste company assess the market landscape in Singapore before launching their new product in the market. They were trying to augment their traditional market research with insights from the online marketplace. Of course we could get them started 6 months ahead of the field research.

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That’s awesome! Have there been unique use cases for Intutel that you hadn’t thought of or expected?

One of the agencies that we work with used Intutel web intelligence to measure the campaign effect of a major political leader right after the elections. Commissioning a report like this isn’t uncommon as social media analytics is extensively used today in elections across the world. But the way they used it like a SWOT analysis of public issues was interesting. They also came back to measure the effectiveness of their campaigns by measuring the reach and sentiments through conversation analysis pre and post-election campaigns.

Were there any early ‘growth hacks’ or tactics that have contributed to your current success?

We made few mistakes in the early versions of the product by not selling early. So in the last year, we have always built any major feature only after selling it in a report while the report was compiled in a semi-automatic fashion. This has helped us validate, prioritize and more importantly position it right.

Even before our public launch, we sold the product to few agencies. These are b2b deals that bring in money and market validation in a shorter period of time. This has helped.

We trended on product hunt for a day in the top 5 slots. We got more than 600 trial users that day. There were definitely few growth hacks on the website, product signup flow to boost the amplification that was just right to keep us trending :)

What were some of the biggest challenges while building the product early on and how did you solve them?

Since we started with the goal of giving a holistic view of the industry there were too many components involved — multiple channels, multiple brands demanding a very different slice of the core data. This was starting to deter our prototypes. We modularised the whole offering into multiple products and stuck to releasing swiftly that helped us not get drowned in a mammoth product. We eventually brought all the components together to launch “Intutel Web Intelligence” which is a single tool that comprehensively integrated monitoring and analytics with actionable insights for brand managers and marketers.

We have had trouble integrated external ML libraries for automated insights which made business sense. Since the data set size is unpredictable depending on the brand accounts we had to customize between heuristics and readily available stats modules which can bring relevant insights for a given channel and brand. The heuristics also assured that our automated insights are really top of the class.

What have been some of the most interesting integrations you’ve added?

Currently, there are not any integrations built-in. We are strengthening our core offerings by adding several new features. One of the exciting new features that we are currently working on is something we like to call the Timeline. This would allow marketers to be able to evaluate their campaigns and messaging at a granular level over a large time period.

In the next 3 months we would be adding integrations with Google Analytics to understand usage metrics alongside the marketing reach metrics for Search & Social. We are constantly receiving further feature requests and we ensure that we roll them out as soon as possible. This has made the tool more effective and more importantly created significant value for our customers.

Before we end, What are the top products that you depend on to run the company & how do you use them?

Trello— All tasks, feature requests, releases and everyday tasks are tracked and handled through Trello.

Google Analytics— This has been a cornerstone in measuring our marketing efforts and helps us segment and understand our prospects.

Agile CRM — Our BD team sees Freshsales as member of their team and not as a software.

Slack — All communication happens on slack channel. We are part of few Slack community as well.

Crisp — We are using Crisp chat tool for customer support.

Medium — Intutel uses Medium for blog publishing.

Embedly — all photos, videos and rich content is been embeded with the help of Embedly.

AMP — For website to render fast, static pages been build on AMP.

2Checkout — For payment process.

This article was first published on Siftery.