Brandwatch is a digital consumer intelligence company headquartered in Brighton, England.[1] Brandwatch sells three different products: Consumer Research, Audiences, and Vizia.[2] Brandwatch Consumer Research is a "self-serve application" or software as a service, which archives social media data in order to provide companies with information and the means to track specific segments to analyse their brands' online presence.[3]

Runtime Collective Limited
Social media software
FounderGiles Palmer[1]
Number of locations
ServicesMarket research, consumer research, social media analytics, social media monitoring
Number of employees

The tool's coverage includes blogs, news sites, forums, videos, reviews, images and social networks such as Twitter and Facebook. Users can search data by using Text and Image Search,[4] and use charting, categorisation, sentiment analysis and other features to provide further information and analysis.[5] Brandwatch has access to over 80 million sources.[6]


The company was founded in 2005 by CEO Giles Palmer,[7] in Brighton, England. Palmer initially co-founded a web-engineering firm called Runtime Collective, later named Magpie, in April 2000.[8] In 2004, Palmer and the firm won a contract with the British government to build a search engine.[8] After raising funds to take the search engine in a different direction, Brandwatch was created and completed by 2005. Magpie later became Brandwatch and launched in 2007.[9]


Type of businessPrivate
Type of site
Social Networking
Available inEnglish
FoundedLondon, UK
Area servedWorldwide
Founder(s)Azeem Azhar
Alexa rank 50,271 (April 2014)[10]
LaunchedFebruary, 2010
Current statusPart of Brandwatch (Dec. 2014)

PeerIndex was a London-based company providing social media analytics based on footprints from use of major social media services (currently Facebook, LinkedIn, Quora, and Twitter). Part of an emerging group of Social Media Analytics providers,[11] PeerIndex helps social media contributors assess and score their influence and benefit from the social capital they have built up. PeerIndex currently tracks approximately 45 million Twitter profiles, making the company one of the leaders in its sector.[12] It became part of Brandwatch in December 2014.

PeerIndex was founded in 2009 by Azeem Azhar, a former journalist and Reuters executive, Ditlev Schwanenflügel, a former McKinsey consultant and Bill Emmott (the former Editor-in-chief of The Economist) backed by a number of internet investors.

PeerIndex measures influence by measuring Activity, Audience and Authority.[13] These metrics have been chosen to maximize relevance and insight, while minimizing vulnerability to gaming, spambots and other noise.[14]

Authority measures how relevant your activity is to the community. The Authority measure is boosted whenever others like, comment and/or engage with your activity.

Audience measures reach relative to the rest of the population, while activity measures activity compared to the rest of the population.


Brandwatch is a subscription-based service with over 1,000 clients.[15][6][16]

The company received $6 million in venture capital from Nauta Capital in March 2012.[16] In March 2014, Brandwatch partnered with Gnip, a social media API company, to release a new application that would allow users to access more social data and analytics.[17] By May 2014, Brandwatch had gained $22 million from a new round of funding led by Highland Capital.[16] In September 2015, Brandwatch launched a French website.,[18][19] On October 29, 2015, Brandwatch raised $33 million in Series C funding, led by Partech Investors, to invest further growth in the US.[20]

In 2017, Brandwatch acquired the content marketing platform BuzzSumo. The two products continue to run in parallel.[21] In 2018, Brandwatch announced a merger with their biggest competitor Crimson Hexagon. The new company will continue to be called Brandwatch.[22] The merger officially closed on the 1st of November 2018.[23]

Over the years, the company has opened additional offices outside of the UK in Stuttgart, Berlin, New York, San Francisco, Singapore, Paris, and Sydney.[24][25] With the merger of Brandwatch and Crimson Hexagon, their offices in London and Boston became part of Brandwatch as well.[25]

One year after the 2018 merger with Crimson Hexagon, the new Brandwatch Consumer Research product was launched. This new product will replace both Brandwatch Analytics and Crimson Hexagon Forsight products.[26]

Similar metrics


  1. Butcher, Mike (March 15, 2012). "Social Monitoring Service Brandwatch Raises $6 Million To Expand In US". TechCrunch. Retrieved 2012-03-15.
  2. "".
  3. "25 Top UK Startups". Mashable. Retrieved 28 June 2014.
  4. "Image Insights: World Leading Logo Detection". Brandwatch. Retrieved 2018-02-24.
  5. Hofer-Shall, Zach. "The Enterprise Listening Platform Landscape". Forrester Research. Retrieved 2012-05-17.
  6. Ingrid Lunden (22 May 2014). "Brandwatch Raises $22M To Boost Its Social Media Monitoring Platform". TechCrunch. Retrieved 28 June 2014.
  7. "History". Archived from the original on 1 July 2014. Retrieved 28 June 2014.
  8. McClure, Marji. "Magpie Builds Its Brand As It Helps Companies Build Theirs". Information Today. Retrieved 28 June 2014.
  9. James Pickford (20 May 2013). "Start-ups find their feet at 'Silicon Beach'". Financial Times. Retrieved 28 June 2014.
  10. " Site Info". Alexa Internet. Retrieved 2014-04-01.
  11. Stephanie Rosenbloom (June 26, 2011). "Got Twitter? You've Been Scored?". New York Times. Retrieved 1 July 2011.
  12. Mike Butcher (June 22, 2011). "PeerIndex hits 45m profiles". TechCrunch. Retrieved 1 July 2011.
  13. Alex Braunstein (June 8, 2011). "Comparing Alternatives". Retrieved 1 July 2011.
  14. Simon Cast (March 19, 2011). "PeerIndex Methodology". Archived from the original on 4 February 2012. Retrieved 1 July 2011.
  15. Shane Schutte (17 January 2014). "Brandwatch and CentraStage: The impact of subscription models". Retrieved 28 June 2014.
  16. Garett Sloane (22 May 2014). "Brandwatch Raises $22 Million". AdWeek. Retrieved 28 June 2014.
  17. Eric Carter (20 March 2014). "Today in APIs: Brandwatch and Gnip Team Up, and 5 New APIs". Retrieved 28 June 2014.
  18. "New: Brandwatch Launches into France". Brandwatch. Retrieved 2015-11-10.
  19. Jeremy Taylor (11 July 2012). "Social Media Monitoring Tips, Tricks, and Challenges: Interview with Giles Palmer, CEO and founder of Brandwatch". Retrieved 28 June 2014.
  20. Butcher, Mike. "Social Intelligence Startup Brandwatch Raises $33M Series C To Grow In US". TechCrunch. Retrieved 2015-10-29.
  21. "Social media monitor Brandwatch acquires content marketing platform BuzzSumo". TechCrunch. Retrieved 2018-10-04.
  22. "Social intelligence platforms Brandwatch and Crimson Hexagon to merge". TechCrunch. Retrieved 2018-10-04.
  23. Brandwatch (2018-11-01), Brandwatch and Crimson Hexagon Merger, retrieved 2018-11-02
  24. "Brandwatch: World-leading social listening". Brandwatch. Retrieved 2018-02-24.
  25. "2018: Brandwatch's Year in Review". Brandwatch. Retrieved 2018-12-23.
  26. Missing or empty |title= (help)
  27. Hall, Sharon Hurley (January 14, 2013). "3 Dashboard Tools That Measure Social Media Engagement". The Daily Egg.
  28. Hall, Sharon Hurley Hall (June 4, 2013). "Don't Like Klout? 12 Other Ways to Track Social Media Influence and Engagement". The Daily Egg.
  29. Hall, Sharon Hurley (January 14, 2013). "3 Dashboard Tools That Measure Social Media Engagement". The Daily Egg.
  30. Perez, Sarah (February 5, 2013). "Influitive Acquires Social Inbox Startup Engagio To Aid In 'Advocate Marketing' Opportunities". TechCrunch.
This article is issued from Wikipedia. The text is licensed under Creative Commons - Attribution - Sharealike. Additional terms may apply for the media files.