Umbria Delivers Segmentation-Focused Brand Monitoring

Umbria is named a "strong performer" in a report on brand monitoring by an independent research firm. The report cites Umbria’s unique ability to segment blogosphere authors by age and gender and states that Umbria "is a good fit for buyers who seek insight on key consumer segments and want to focus on consumer-generated content."

BOULDER, Colo.(PRWEB) September 18, 2006 -– Umbria, Inc., a market intelligence company that analyzes the blogosphere and other online media for market insight, today announced that Forrester Research has named the company as a Strong Performer in the Forrester Wave: Brand Monitoring Q3 2006 report.

According to Forrester’s report, Umbria “focuses on analysis of consumer-generated media, delivering a clear understanding of customer voices supported by a solid technology platform.” Released September 13, the report also cites Umbria’s unique ability to segment blogosphere authors by age and gender, earning a perfect score (5 out of 5) in this aspect of the evaluation. “Umbria has strong segment mining capabilities… The product is a good fit for buyers who seek insight on key consumer segments and want to focus on consumer-generated content” such as blogs, wikis, message boards, chat rooms and customer review sites.

The emerging field of consumer-generated media, or CGM, is one of the most exciting developments in marketing and market research in decades

Umbria customers validate Umbria’s leadership in this emerging field. “Umbria consistently surprises us with insights that we couldn’t get anywhere else,” said Geno Church, Word of Mouth Inspiration Officer, from identity agency, Brains on Fire “When we see the emerging trends and hear verbatims they uncover, we’re able to immediately tighten the nuances in our word of mouth programs.”

“The emerging field of consumer-generated media, or CGM, is one of the most exciting developments in marketing and market research in decades,” said Janet Eden-Harris, CEO of Umbria. “With millions of customers posting to blogs and online forums, we have an unprecedented opportunity to understand what they truly want—in their own words.”

Umbria is unique in its ability to assess both what is being said, and who is doing the speaking in the online world. Umbria’s patent-pending technology enables the company to classify posts and estimate gender and age of the speaker, as well as rapidly identify and eliminate spam blog posts.

About Umbria, Inc.
Umbria is a marketing intelligence company that analyzes the unaided opinions, perceptions, attitudes and behaviors of the online world (comprised of blogs, message boards, Usenet, product review sites, etc.) and distills it into actionable insights about companies, brands, products, people and issues.

Umbria analyzes voices of the online community by using proprietary Natural Language Processing and machine learning algorithms to dissect the who, what and why of online opinion, offering in-depth insights for some of the world’s leading brands, including Verizon, IBM, Microsoft, Wild Oats and many others. For more information on Umbria, please visit www.umbrialistens.com.

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