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BrandsEye Announces Name Change to DataEQ

BrandsEye announced a complete and extensive redesign of DataEQ in response to the company’s accelerated growth.

Image provided: Nic Ray, CEO of DataEQ


Founded in 2007, BrandsEye grew out of a digital agency, Quirk, which was later sold to Nasdaq. A tool developed for agency clients – the brands – to keep tabs on their online mentions, BrandsEye used a proprietary blend of search, crowdsourcing and AI algorithms to extract data from online conversations.

Quirk was purchased by WPP – a marketing communications company listed on both Nasdaq and LSE. Over time, BrandsEye has grown from an agency’s online reputation monitoring (ORM) tool to its own standalone business, specializing in sentiment analysis and opinion research. By refining the unique blend of AI and human intelligence, the company aims to produce high-quality, actionable data from unstructured customer and public feedback.

“While we still do a lot of work for CMOs and their teams, the nature of that work has fundamentally changed,” says Nic Ray, CEO of DataEQ. “Today, we support corporate clients on four continents with tailored data solutions ranging from customer service optimization to risk management and reporting.”

Despite this evolution, Ray notes that the basic USP of DataEQ remains unchanged: the use of humans – “Crowds” – to improve data quality. “Our crowds consist of a large, distributed workforce of local language speakers who we organize, train and then pay (mostly in bitcoin these days) to connect to our gamified platform. They then apply their human intelligence (EQ) to annotate unstructured comments like social media conversation (Data), enriching it for analysis.

The DataEQ logo

The DataEQ logo

By adding this annotative layer to unstructured feedback, DataEQ aims to deliver industry-leading data accuracy levels of 95%, unlocking enterprise data use cases that cannot be supported by competitors. “AI only” social listening.

As an example, Ray cites DataEQ’s popular market driving solution. “Many of our financial services customers use our Crowds to accurately identify and map customer complaints against the Fair Treatment of Customers Framework (TCF) – an impossible task for AI to perform, but now a must legal in many markets.”

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This, says Ray, is just one of the ways DataEQ unlocks the great value of unstructured data. “Most of the data generated today is unstructured, so it’s critical that organizations find ways to manage and analyze it to support strategic decision-making.”


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