Tracx - Marketing Intelligence and Business Opportunities via Social Media

The inception of Tracx began on an interesting note— friends, Flickr, and the passion for photography. As active users in the social networking space, curiosity enthralled these 5 engineers to understand what runs social media. They viewed the social construct of the data, including influencer analysis and then eventually a predictive model that would help gauge which posts were about to become popular.

Headquartered in New York, Tracx was built from the ground up to be a unified, enterprise social platform that enables organizations to manage, monetize, and optimize their business. With a SaaS platform, Tracx allows brand marketers to directly manage their social media presence. The company empowers agencies and brands with a highly advanced set of business analytics solutions designed to grow revenue and deepen customer relationships through the social web.

Tracx’s technology refines and analyzes masses of data across all social channels, providing deep insights into customer, competitor, and influencer behaviors. By capturing a 360-degree view of activity around a brand, product, or ecosystem, the firm delivers high impact audiences and conversations to its customers. With Tracx, businesses obtain geographic, demographic, and psychographic insights to identify and target influencers, improve planning, enhance monitoring, and effectively focus engagement.

Eran Gilad, the CEO of Tracx says, “At Tracx, we closely monitor where the industry currently is, and we develop our platform to be scalable and flexible to address the direction where the needs are maximum.” While there were other platforms that could measure the impact of ‘likes’ and ‘tweets’ a few years ago, Tracx had already ayered in analysis of sentiment, influencer scoring, trending, geo-positioning, and partner integrations.

In order to comprehend the mood of the audience and community, organizations must be able to see entire conversation threads to answer the more difficult “why” questions. Tracx monitors all publicly available data from social media networks like Facebook, Twitter, Flickr, Tumblr, Places, Reddit, FourSquare, YouTube, Instagram, LinkedIn, Google+, plus over 250 blogs, 50,000 news sites, 200,000 forums and 20,000 retail sites. The Tracx social intelligence platform visualizes social posts at the street level and leverages geographic context to tailor client responses.

Over 350 brands leverage Tracx’s solutions, of which Samsung, Kraft, Head Over Heels, Coca Cola, and Denon are some renowned names.

In 2013, a major brick and mortar retailer was looking to launch a celebrity fashion line throughout the U.S. They turned to the Tracx platform to monitor geographic sentiment and overall social media activity from the announcement to product launch. After a deep analysis, it was seen that the East Coast was less receptive towards this new line, while West Coast would be more positive towards the line. Once Tracx interpreted fullconversations across the entirety of the social data, the retailer shifted its supply-chain strategy for the products with the bulk of the inventory being allocated to West Coast stores. As a result, West Coast stores proved to be at a faster inventory velocity, fewer markdowns, and greater revenue.

Tracx currently covers the U.S., Europe, Australia, Brazil, Argentina, South America, and Israel. “Our current coverage is a result of thorough research and development to provide clients the best coverage available in those regions and we are already expanding our coverage to include Russia, plus we have growth set for Asia on our roadmap,” concludes Gilad.