Welcome!

News Feed Item

Relative Insight Evolves Crime-Fighting Technology to Turn Language into Data

Relative Insight (www.relativeinsight.com), the language analysis service that turns language into data, launches today. The company helps brands and agencies analyse all language associated with an organisation and determines how it resonates with key audiences.

The technology is based on 10 years of research at Lancaster University. It was initially developed for law enforcement to identify masquerading by criminals by analysing at scale the language used in conversations. The company now works with major brands including Microsoft, Havas, Ogilvy and Manning Gottlieb OMD to provide insight into the language found in advertising copy, website copy, social media, forums and any other channels where language is used in relation to a brand.

Relative Insight plans to disrupt the subjectivity around traditional marketing approaches by providing sophisticated evidence-based analysis of the language used by competitors and consumers alike.

“There are now so many channels via which a brand can talk about itself, and via which its consumers and users can respond. To truly understand what you are saying about yourself and what’s being said about you, simple analysis of social media channels simply isn’t enough,” said Ben Hookway, CEO of Relative Insight. “For example, a word like ‘break’ alone has 76 different meanings in English—sentiment analysis tools really struggle to know which meaning is intended. The launch of Relative Insight will enable organisations to have a level of insight into the language used by themselves, their customers and their competitors on a scale that has never been available before.”

Unlike social media monitoring tools, Relative Insight is a managed service. The hand-delivered data shows brands how their target audiences are responding to their marketing campaigns and makes recommendations for language improvements, allowing them to adjust their language across all channels with a goal to build stronger emotional connections between the brand and its consumers and ultimately positively impacting sales.

“Relative Insight allows us to compare our use of language with how our target audience speaks and how our competitors position themselves. We can reflect that knowledge in our ongoing communication in digital and beyond,” said Thomas Messett, European head of digital marketing at Microsoft Mobile.

“Taking the subtleties of language expression and turning it into data has been a major development for Havas,” said Matt Fanshawe, Global Brand Director of HavasEHS. “Investigating language data on a grand scale to show how a brand is perceived in relation to its competitors, and monitoring the changes over time, has enabled us to bring real insight to our clients. Using this to understand the differences between customer groups, the semantic topics they discuss, their expressions and views has opened up a source of consumer insight that we believe is unique and drives our creativity.”

“Relative Insight helps us to engage in critical analysis of our clients’ otherwise unwieldy volume of online conversations,” said Leo Ryan, group head of social at Ogilvy. “As an agency that is focussed on helping our clients to sell it is crucial that we have a real understanding of the nature and perception of their customers online conversations about their brands, products and services. Relative Insight enables us to do that at scale and with real rigour.”

About Relative Insight:

Relative Insight objectively and comparatively analyses the language associated with brands, their competitors and consumers, delivering insights into how language is resonating with and perceived by audiences. Relative Insight is technology delivered as a managed service, run by a team of experts who have built the technology from 10 years of research at Lancaster University, initially developed to identify criminals in the fields of child protection and counter-terrorism. Relative Insight raised an investment round in 2014 with EV Group. For more information visit www.relativeinsight.com, follow @relativeinsight, or monitor the #languageisdata hashtag.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
"We are a monitoring company. We work with Salesforce, BBC, and quite a few other big logos. We basically provide monitoring for them, structure for their cloud services and we fit into the DevOps world" explained David Gildeh, Co-founder and CEO of Outlyer, in this SYS-CON.tv interview at DevOps Summit at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
The current age of digital transformation means that IT organizations must adapt their toolset to cover all digital experiences, beyond just the end users’. Today’s businesses can no longer focus solely on the digital interactions they manage with employees or customers; they must now contend with non-traditional factors. Whether it's the power of brand to make or break a company, the need to monitor across all locations 24/7, or the ability to proactively resolve issues, companies must adapt to...
"Loom is applying artificial intelligence and machine learning into the entire log analysis process, from start to finish and at the end you will get a human touch,” explained Sabo Taylor Diab, Vice President, Marketing at Loom Systems, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
After more than five years of DevOps, definitions are evolving, boundaries are expanding, ‘unicorns’ are no longer rare, enterprises are on board, and pundits are moving on. Can we now look at an evolution of DevOps? Should we? Is the foundation of DevOps ‘done’, or is there still too much left to do? What is mature, and what is still missing? What does the next 5 years of DevOps look like? In this Power Panel at DevOps Summit, moderated by DevOps Summit Conference Chair Andi Mann, panelists loo...
"Tintri focuses on the Ops side of the DevOps, which basically is pushing more and more of the accessibility of the infrastructure to the developers and trying to get behind the scenes," explained Dhiraj Sehgal of Tintri in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
@DevOpsSummit at Cloud Expo taking place Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center, Santa Clara, CA, is co-located with the 21st International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is ...
You know you need the cloud, but you’re hesitant to simply dump everything at Amazon since you know that not all workloads are suitable for cloud. You know that you want the kind of ease of use and scalability that you get with public cloud, but your applications are architected in a way that makes the public cloud a non-starter. You’re looking at private cloud solutions based on hyperconverged infrastructure, but you’re concerned with the limits inherent in those technologies.
In the world of DevOps there are ‘known good practices’ – aka ‘patterns’ – and ‘known bad practices’ – aka ‘anti-patterns.' Many of these patterns and anti-patterns have been developed from real world experience, especially by the early adopters of DevOps theory; but many are more feasible in theory than in practice, especially for more recent entrants to the DevOps scene. In this power panel at @DevOpsSummit at 18th Cloud Expo, moderated by DevOps Conference Chair Andi Mann, panelists discussed...
A look across the tech landscape at the disruptive technologies that are increasing in prominence and speculate as to which will be most impactful for communications – namely, AI and Cloud Computing. In his session at 20th Cloud Expo, Curtis Peterson, VP of Operations at RingCentral, highlighted the current challenges of these transformative technologies and shared strategies for preparing your organization for these changes. This “view from the top” outlined the latest trends and developments i...
The current age of digital transformation means that IT organizations must adapt their toolset to cover all digital experiences, beyond just the end users’. Today’s businesses can no longer focus solely on the digital interactions they manage with employees or customers; they must now contend with non-traditional factors. Whether it's the power of brand to make or break a company, the need to monitor across all locations 24/7, or the ability to proactively resolve issues, companies must adapt to...
"We focus on composable infrastructure. Composable infrastructure has been named by companies like Gartner as the evolution of the IT infrastructure where everything is now driven by software," explained Bruno Andrade, CEO and Founder of HTBase, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
Hardware virtualization and cloud computing allowed us to increase resource utilization and increase our flexibility to respond to business demand. Docker Containers are the next quantum leap - Are they?! Databases always represented an additional set of challenges unique to running workloads requiring a maximum of I/O, network, CPU resources combined with data locality.
For organizations that have amassed large sums of software complexity, taking a microservices approach is the first step toward DevOps and continuous improvement / development. Integrating system-level analysis with microservices makes it easier to change and add functionality to applications at any time without the increase of risk. Before you start big transformation projects or a cloud migration, make sure these changes won’t take down your entire organization.
Cloud promises the agility required by today’s digital businesses. As organizations adopt cloud based infrastructures and services, their IT resources become increasingly dynamic and hybrid in nature. Managing these require modern IT operations and tools. In his session at 20th Cloud Expo, Raj Sundaram, Senior Principal Product Manager at CA Technologies, will discuss how to modernize your IT operations in order to proactively manage your hybrid cloud and IT environments. He will be sharing bes...
Artificial intelligence, machine learning, neural networks. We’re in the midst of a wave of excitement around AI such as hasn’t been seen for a few decades. But those previous periods of inflated expectations led to troughs of disappointment. Will this time be different? Most likely. Applications of AI such as predictive analytics are already decreasing costs and improving reliability of industrial machinery. Furthermore, the funding and research going into AI now comes from a wide range of com...