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The company that combines data & social science

By Protagonist

|

April 3, 2017


Protagonist; The Company That Combines Data Science With Social Science to Identify and Measure the Narrative Forces That Impact Modern Business Narrative Analytics Identifies and Measures Audience Beliefs That Determine Enterprise Success San Francisco, Calif.– April 4, ........


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Introducing the protagonist platform

By Protagonist

|

April 3, 2017


Introducing the Protagonist Platform, A Narrative Analytics Solution That Uses Data Science to Expose Comprehensive Market Landscapes Without Limit or Bias Protagonist, Formerly Monitor 360, Launches New Software Platform to Measure the Impact of Popular Narratives ........

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Protagonist; The Company That Combines Data Science With Social Science to Identify and Measure the Narrative Forces That Impact Modern Business

Narrative Analytics Identifies and Measures Audience Beliefs That Determine Enterprise Success

San Francisco, Calif.– April 4, 2017Monitor 360, the Narrative Analytics company, reemerges today under the new name Protagonist, a name shared with its Narrative Analytics platform, which also launched today. Right now, corporate marketers operate blindly—making major strategic decisions based primarily on instinct. Yet their success is rooted in correctly understanding and influencing the belief systems of their audience. These beliefs, or narratives, are profoundly impactful, but difficult to understand or measure. Breakthroughs in natural language processing and machine learning are changing that. A new field of innovation called Narrative Analytics takes these breakthroughs and combines them with human expertise to confidently assess the full range of beliefs that drive consumer behaviors.

According to the CMO Survey, spending on quantitative data about customer behavior will leap from 4.6 percent to 22 percent of marketing budgets in the next three years—a 376 percent increase. Yet few CMO’s are using data to drive decision-making. Most rely on one-dimensional, inherently biased input from surveys or traditional market research, or simply gut feelings. Narrative Analytics decisively defines brand perception and the context it exists in so that CMO’s can tap into the narratives that run deep.

Bringing Science to the Art of MarketingNarratives are unseen forces that drive behavior—commonly held beliefs, cultural norms, generational perceptions and more. They often range across channels and are influenced by dozens of simultaneous factors, making them exceptionally difficult to isolate or understand. Narratives can also spell life or death for major businesses, depending on how effectively those brands interact with them.

“Since its inception, brand strategy has largely depended on inference,” says Joseph Fuller of the Harvard Business School. “With the advent of the web, marketers can monitor which links drive the most clicks, but they have to rely on deduction as to how an audience feels about a given topic or issue. It remained impossible to gain a deep, informed understanding of the belief patterns that underlie a company’s reputation. Big companies make big mistakes because they focus on what they know how to analyze and make assumptions about the rest. That’s how big companies make big mistakes with big consequences. But feelings—especially at a grand scale—are notoriously hard to track. That makes a next-generation, data-driven solution like Protagonist’s Narrative Analytics invaluable.”

Unlike other analytics solutions, Narrative Analytics offers more than a snapshot; it lays a foundation for transformational action. Once business leaders understand how narratives are influencing their brand, they can take steps to mitigate potential damage or unlock potential benefit.

How Narrative Analytics Helps Companies Tell the Right StoriesNarrative Analytics strengthens business strategy in three key ways:

Illuminating Target AudiencesNarrative Analytics uncovers the full range of beliefs held by customers and potential customers, tracking trends and identifying which narratives carry the most power in each market.

Empowering a More Informed and Resonant BrandNarrative Analytics exposes the current perceptions of each brand specifically, delving into which popular narratives exist about the organization and its competitors as well as how the brand reputation is affected by seemingly unaffiliated narratives. It also explores how beliefs influence action and buying patterns, ultimately dictating corporate success.

Shaping a Broader ConversationNarrative Analytics brings metrics to brand strategy, enabling companies to understand which actions drive changes in attitude or behavior in their target audiences. Companies using Narrative Analytics can make strong, decisive changes that contribute to existing narratives or create new ones that drive their business forward.

“Over the years, we’ve worked with some of the most influential global companies,” said Doug Randall, CEO of Protagonist. “And what we’ve found isn’t that our clients are powerless or totally beholden to whichever perceptions happen to exist about them at the moment. Rather, we found that by understanding the narratives about themselves as well as deeper narratives informing society as a whole, our clients could be active participants in those conversations. Narrative Analytics empowers corporations to tap into deeper meaning so that they can drive positive changes in their respective markets and in the world as a whole—to be protagonists in their fields.”

For more information about Protagonist and its solutions, visit www.protagonist.io.

About ProtagonistProtagonist is the company that brings strategic advantage to corporate marketers by compiling and evaluating the full range of beliefs that drive consumer behavior. Protagonist delivers Narrative Analytics, which provide a comprehensive marketing landscape driven by natural language processing and machine learning, as well as human expertise. By combining social science and data science to surface “beliefs at scale” the company allows leaders to harness narratives to their advantage to build and empower brand reputations, launch new products, fuel advocacy campaigns, and understand and activate target audiences. Protagonist works with leading companies, foundations and governments all over the world in industries including: financial services, healthcare, consumer products, foundations, and government. Protagonist customers include General Mills, MetLife, Warner Brothers, Microsoft and many others.

Introducing the Protagonist Platform, A Narrative Analytics Solution That Uses Data Science to Expose Comprehensive Market Landscapes Without Limit or Bias

Protagonist, Formerly Monitor 360, Launches New Software Platform to Measure the Impact of Popular Narratives on Businesses at Scale

San Francisco, Calif.– April 4, 2017–Protagonist, the Narrative Analytics company, formerly known as Monitor 360, today announced the introduction of the Protagonist Platform, the first software platform specifically designed to analyze complex, cross-platform data sets to reveal the underlying beliefs and motivations of consumers. The Protagonist Platform uses advanced natural language processing and machine learning to uncover and measure the narratives that impact a given market, while the company’s team of narrative experts apply high-level evaluation to give actionable meaning to the findings for CMOs and other marketers, communicators and business unit leaders.

Traditional focus groups, polls and social listening give companies a static and heavily one-sided glimpse of their audience, which can lead to bad marketing decisions. They also often take too long to be truly actionable for today’s marketers. The Protagonist Platform evaluates diverse sources at scale and assembles a comprehensive overview of all the beliefs in play, so marketers can act on information, not intuition.

“For the past ten years, Protagonist has rigorously observed and analyzed the way that beliefs function in the world, and we were never content with the inherent biases and limits of scope in traditional market research,” said Aaron Harms, EVP of Product and Technology at Protagonist. “Over the last two years, we’ve been building a platform that combines that expertise with the explosion of technical innovation, such as natural language processing and machine learning happening at the same time. The Protagonist Platform is the final product of that synthesis.”

The Protagonist Platform combines highly sophisticated natural language processing and machine learning capabilities in order to process and assign meaning to massive datasets, across mediums. Unlike social media analysis or customer surveys, analytics delivered by the Protagonist Platform provide a comprehensive representation of narrative signals, incorporating thousands of data points and specially tailored considerations. Protagonist’s staff of Narrative Experts use these findings to create detailed Narrative Analytics reports that outline the forces at play in the market, their importance and implications, and the strategies for engaging with them.

Protagonist Platform Capabilities:
Narrative Analysis and StrategyIn Narrative Analysis, experts leverage the Protagonist Platform to sift through enormous volumes of unstructured data and articulate the relevant narratives for a business or industry. Narrative Analysis exposes both the competitive landscape and the customer base. Each narrative is then assigned an impact score to illustrate its relative level of influence. The Protagonist Platform tracks trends and maps them together to identify opportunities for growth, distinction and customer activation, so CMOs can make more informed decisions.

Narrative SubscriptionSubscription applies Narrative Analytics over a period of time in order to map the ways that narratives change and assess the efficacy of customer and competitor actions. This enables businesses to apply new marketing strategies and track the way they interplay with the existing belief patterns, bringing hard metrics to brand influence.

Narrative PlaybookPlaybooks distill the findings of Narrative Analytics into consistent actionable tactics, isolating the specific messaging, channels, content and influencers that drive positive behaviors, so CMOs can understand exactly which messages will translate into leads and increase influence.

The Protagonist Platform powers insights for organizations including General Mills, MetLife, Warner Brothers, and Microsoft, as well as many others.

“Brands are at their most powerful and resilient when they can tap into the deep beliefs that motivate their audiences,” said Doug Randall, CEO of Protagonist. “Protagonist gives CMO’s the insight to understand narratives so that they can guide, rather than simply react to, those deeply held beliefs.”

For more information about the Protagonist Platform, please visit www.protagonist.io.

About Protagonist Protagonist is the company that brings strategic advantage to corporate marketers by compiling and evaluating the full range of beliefs that drive consumer behavior. Protagonist delivers Narrative Analytics, which provide a comprehensive marketing landscape driven by natural language processing and machine learning, as well as human expertise. By combining social science and data science to surface “beliefs at scale” the company allows leaders to harness narratives to their advantage to build and empower brand reputations, launch new products, fuel advocacy campaigns, and understand and activate target audiences. Protagonist works with leading companies, foundations and governments all over the world in industries including: financial services, healthcare, consumer products, foundations, and government. Protagonist customers include General Mills, MetLife, Warner Brothers, Microsoft and many others.

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