Cognos Consumer Insight

IBM Cognos® Consumer Insight is the industry’s most robust enterprise-class social media application. It enables marketing professionals to transform their customer relationships using metrics and analytics on sentiment, product and brand associations, and emerging topics drawn from large volumes of publicly available social media content.

Backed by extensive IBM research, this application’s rich sentiment analysis and packaged reporting capabilities enable organizations to be more precise, agile and responsive to customer demands and opinions expressed through social media. Cognos Consumer Insight helps marketers pinpoint top influencers, measure the volume of commentary and identify the geographic origin of comments across multiple channels, including corporate communities residing on your own internal networks.

As a part of the IBM Business Analytics portfolio, Cognos Consumer Insight also integrates seamlessly with IBM Cognos Business Intelligence and IBM SPSS predictive analytics for richer analysis of consumer interests, motivations and preferences.

Cognos Consumer Insight enables you to:

Grow your business

• Measure the effectiveness of your marketing campaigns by analyzing the volume, influence and sentiment of consumer responses across multiple social media channels.
• Gain insight into the affinity relationships of your marketing messages by analyzing your campaign’s key words and consumer reaction, to more agilely modify messaging for campaigns already in progress.
• Pinpoint key influencers and social channels to engage consumer communities through both traditional and digital marketing activities.
• Expand your social media campaigns by analyzing evolving topics related to hotword sentiment and targeting other social media communities or communication channels.
• Apply IBM SPSS predictive capabilities to social media data to gain insight into triggers of churn and cross-sell/up-sell opportunities to improve your ROI.

Enhance your organization’s reputation

• Apply the analysis of key stakeholder and influencer sentiment to targeted public relations, investor relations or public affairs initiatives.
• Inform senior management of improvements to reputation among stakeholders with consistent analytics.
• Examine affinity relationships and evolving topics associated with hotwords to anticipate new opportunities to engage audiences in specific subject areas.
• Identify influential authors and compare and contrast sentiment trends in their commentary.

Improve your customer experience

• Make call center staff more productive by quickly responding to sentiments expressed by consumers in different social media channels.
• Reduce call and email volume with timely analysis and rapid response.
• Anticipate consumer reaction to new products and services by examining affinity relationships and evolving topics associated with hotwords.
• Improve customer lifetime value, loyalty and positive word-of-mouth endorsements with rapid first-contact resolution through precise filtering and drill-through to customer comments posted on publicly available websites.

Learn more

• IBM Cognos Consumer Insight data sheet (PDF, 1MB)