8 of the best audience intelligence tools

When it comes to audience intelligence, the right technology can go a long way in extracting useful insights quickly. And while you can’t rely on tools alone, the right ones can supplement the efforts of your analysts in delivering valuable audience intelligence for your brand.

What is audience intelligence?

Audience intelligence is about understanding your audience better by extracting valuable insights about them through data from various sources. This could be from social media, review sites or your own customer data. You can then use this information to inform business decisions. From developing a more engaging communication strategy, to creating products that better meet the needs of your audience.

Most audience intelligence tools on the market leverage the latest machine learning and artificial intelligence technology. These help you to wade through the large volumes of data so that you can access the insights more quickly.

We’ve put together eight of the best ones available in the market. Many social listening tools include audience intelligence as a feature, but the tools we’re listing in this article are specialised in this area. This means the insights they provide are highly robust. Let’s take a look:

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Audiense

One of the most powerful audience intelligence tools in the market, Audiense can help you identify valuable insights about your target audience. You can use it to extract personality insights to understand the mindset of your target audience or specific consumer segments. This makes it much easier to narrow down on their motivations and values and design your campaigns accordingly. Audiense also gives you the insights you need to segment your audience based on interconnectedness, or the ideas and trends that hold them together.

Key features:

- Build highly targeted audiences
- Reveal audience insights such as demographics, interests, online habits, purchasing behaviour, influencers and media consumption
- Support marketing through helping to optimise the targeting of advertising campaigns and creating relevant ads for target audiences
- Improve comms through personalised messaging according to each audience or segment

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Affinio

G2 score: 4.4 stars from 45 reviews

Affinio is a social audience intelligence platform that uses a custom graph technology to identify the affinities, interests, and behavioral patterns of your audience. These insights can then be used to segment your audience into relevant interest-based communities and create data-driven personas, allowing you to build campaigns that resonate with the right people.

Key features:

- Develop data-driven personas for personalization and targeting through customer profiling
- Automatically score all your customers against target criteria to help build high-performing marketing campaigns
- Cluster your customers or prospects based on desired attributes available in your owned date
- Keep your customer’s data safe. Affinio never sees, nor has access to, the data in your Snowflake environment

Audience Genomics

G2 score: Unknown

Using a comprehensive psychology-based analysis, Audience Genomics can help you understand what makes your audience tick. This audience intelligence tool will let you decode the core values and purchase behaviour of your audience and understand what they care about. In addition to showing you the kind of content that resonates with your audience, it also gives you context as to why.

Key features:

- Find audiences based on their interests
- Uncover partners aligned with your brand's core values to build more effective partnerships
- Identify style, tone & themes that resonate with your audience
- Get the data you need to validate your ideas and make data-driven decisions

StatSocial

The StatSocial audience intelligence tool analyses audiences across 85,000 segments so you can identify viable prospects at scale. You can also use the social audience insights to expand on your first-party data and get a 360-degree view of your existing customers. It even allows you to tap into your competitors’ audiences, which will help you understand exactly where you stand compared to leading competitors.

Key features:

- Develop key personas based on your customers’ unique attributes e.g., demographic data, personality trait and brand affinities-
- Supplement first-party data with rich social insights to understand who your consumers are
- Map social accounts and offline identities to unique individuals for a 360-degree view of your buyers
- Access 85,000+ attributes from a database of 300 million real individuals

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People Pattern

G2 score: 0 reviews

People Pattern extracts actionable insights by analysing the people behind social conversations rather than focusing on the conversations alone. This helps you identify the demographic and psychographic attributes of your existing audience or that of your competitors.

This audience intelligence tool also provides you with customer data and affinities that can be used for developing powerful content and media strategies personalised to resonate with the right audience.

Key features:

- Develop cross-network analysis by combining audiences from across multiple social platforms
- Leverage over 100 filters to segment your audience and narrow them down to the most actionable segment
- Access the largest and most accurate people based dataset of stated and predicted demographic, psychographic and behavioural attributes
- Develop enriched clusters of people who fall within a particular niche

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Buzz Radar

G2 score: 5 stars from 1 review

Buzz Radar combines real-time social data with artificial intelligence to unlock powerful and comprehensive insights about your audience. It helps you visualise the interests, preferences, and personality traits of your audience so you can build stronger, more relevant campaigns. This audience intelligence tool profiles each individual, mapping them into accurate personas or tribes that you can use to plan out future campaigns.

Key features:

- Psychometrically profile your followers, influencers in a deeper, more meaningful way with AI that learns about your audience’s preferences
- Set up and customise real-time dashboards with 50+ animated visualisations
- Create accurate personas or tribes based on insights from audience data
- Use technology developed alongside IBM Watson’s AI engineers

Codec

G2 score: 0 reviews

Codec also uses AI to extract valuable insights and help you understand what matters most to your audience. It analyses millions of online content engagements in real-time, allowing you to discover the personalities of your audience, the topics they care about, the visuals defining them, and the people who influence them. These insights can help you identify opportunities to drive deeper engagement with the audiences that matter to your brand.

- Integrate into your existing data sources for cultural audience insight
- Access analysis of hundreds of millions of digital content engagements in real-time
- Add unlimited users to the Codec platform to enable company-wide collaboration
- Locate and define new audience opportunities where your brand can grow

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Demographics Pro

G2 score: Unknown

This audience intelligence tool provides you with key insights into the audience of a particular brand or influencer. It identifies core demographic data and goes beyond that to uncover deep psychographic details about the audience such as the artists they listen to, the sports teams they follow, and the publications they read. These insights can then inform your future marketing campaigns and partnerships to generate a bigger impact on the right people.

Key features:

- Get detailed breakdowns of key demographics for social media audiences
- Confirm the authentic relationship between an influencer and their audience
- Analyse the characteristics of groups on social media
- Analyse audiences of multiple influencers, brands, or other users at once

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Finding the tool that works for you

With so many great tools available in the market, you may have a hard time deciding on the right option. To make the right decision, start by defining your goal – what do you need the tool to do? What information do you need to answer your key business questions? Once you have that defined, it’s all a matter of finding the tool that helps you achieve that goal.