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Content monitoring platform Newsroom.ly rebrands to incites.com

Less than a year after launching, content performance measurement platform Newsroom.ly has rebranded to incites.com, with a focus on providing a real time data analytics feed.

Launched in 2017 by Ogilvy Australia’s former head of data Leon Bombotas, the company’s original service raised $740k in seed funding to offer reports on the performance of earned and owned media campaigns.

“With incites.com we’ve killed the dashboard,” Bombotas told Mumbrella. “Newsroom.ly ranked content based on a scoring algorithm and then applied text-mining to uncover narratives. The results were published as tables and charts in dashboards for users to analyse.

“Under the hood, the platform has been engineered with workplace communication systems in mind like Slack and Atlassian’s Stride, to tap into emerging trends like text-to-voice and third party developer integrations.”

The new service, which searches Google Analytics for data patterns, remains in private beta with Bombotas flagging Facebook Insights, YouTube analytics and Instagram data were being incorportated into future iterations of the platform.

John Georgopoulos, who was appointed as the company’s CEO last October, added: “There is nothing more powerful than collective human intelligence.

“With incites.com our goal is to unleash great ideas by unifying data-based, purpose driven insights with the wisdom of teams. When an insight is presented, understood, discussed and resolved through action, special things happen.

“Already the platform shows huge potential for content marketers and in time will go beyond content publishing to provide business intelligence across campaign, competitor, channel and sales data.”

Georgopoulos told Mumbrella the company intends to go to the market for further funding later this year: “Our seed funding got us exactly where we want to be: we have delivered the technology foundation and product experience to support our growth ambition.

“In the second half of 2018 we will be looking to accelerate our traction with series A funding to enter new markets and grow the platform beyond content publishing to provide business intelligence across campaign, competitor, channel and sales data.”

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