According to IBM, 90 percent of the world’s data has been created in the last two years alone. For those working in any way online, this means the ability to understand an audience or target market better and in more granular detail than ever before – in theory.
Australian startup Incites believes content experts are just that – experts in content – so it has created an insights platform “made for marketers and publishers, not data analysts” to give users automated, easy-to-action insights.
As founder Leon Bombotas, former head of data at Ogilvy Australia, explained, “Businesses are losing ground because they no longer understand their online audience, despite an abundance of data. Incites tells publishers and brands, in simple natural language, what they need to focus on right now, and makes it easy for users to see and discuss these insights with their teammates in a personalised feed.”
The business was born as Bombotas realised he was hearing a common concern from marketers and publishers: that they were still too reliant on gut feeling, because they weren’t getting enough value from their data to make important decisions.
“We see an industry that is battling dashboard fatigue and struggling to get real direction from data. While there a plenty of great tools for analysts, these tend to be a misfit for editors, marketers and business leaders who fundamentally, just want answers and ideas to grow their audience,” he said. Read more
Gina Baldassare – Startup Daily – 28 May 2018