Self-service ad-buying and analytics platform Optimal announced the launch of audience analytics dashboard Optimal Analytics, which allows brands to examine audience demographic and behavioral statistics and track competitive brand activity across social networks including Facebook, Twitter, Pinterest, and Tumblr.
Optimal said Optimal Analytics analyzes 16 million daily interactions between demographic segments and interests, and adds historical engagement data for 10,500 leading brands. Features include:
- The ability to track brands daily or weekly, and to receive weekly or daily email updates on competitors’ activity and snapshots of the most engaging content for each brand.
- The ability to generate audience demographic and behavioral insights, defining audiences by interests, location, and purchasing behavior, and analyzing by criteria including country, age, gender, state, city, brand affinities, and use of mobile devices.
- The ability to use demographic information about brands’ target audiences to uncover new interests and keywords that can be used to create targeted campaigns.
Optimal CEO Rob Leathern said:
Optimal has been helping the world’s leading advertisers and agencies drive better performance via native social advertising and retargeting, but with Optimal Analytics, we’re also helping brands benchmark their success in engaging customers versus peers and competitors. Optimal Analytics is a steppingstone to better direct-response performance; recently helping a Fortune 50 company achieve a three times lower cost per acquisition.