Former Isentia CEO John Croll launches media intelligence platform, Truescope

John Croll has announced the launch of media intelligence platform Truescope, two years after resigning as CEO of media monitoring company Isentia, a role he held for almost two decades.

Truescope – led by Croll and business partner Michael Bade, and launching with a partnership with Twitter – is a platform that informs communicators about breaking news and identifies issues, inaccurate information, and trends in real time.

Croll said Truescope will challenge the media intelligence landscape

Using cloud-based technology and machine learning, Truescope analyses social and mainstream media stories, becoming the first ‘smart media intelligence platform’ in the market. But the true intelligence, Croll said, comes from the team of technologists and product innovators he’s assembled.

“I’ve been exposed to many global media intelligence companies and worked with some of the industry’s most forward thinking operators, and I can honestly say that we have the right idea, team and the talent in place to be able to deliver something meaningful for the industry,” Croll said.

“We think our approach to people, product and scalability is revolutionary in this space, and we all have the unequivocal mindset that the client experience (CX) is central to everything we do. We’re ready to build bridges between new technologies and the communications industry so our clients can immediately understand the value Truescope brings and see how different we are to what has come before us.”

Bade is the business’ chief technical officer, and worked with Croll at Isentia. For 15 years, from 2003 to 2018, he was the media monitoring company’s development team leader, then a product development consultant.

L-R: Bade and Croll

The business has launched in Australia and Singapore, with the platform live in Singapore today. It is expected to be operational for clients in Australia by August. The platform acts as a searchable database, with each media item analysed via machine learning to reveal the sentiment for the item, and whether it poses brand risk. The platform also provides insight on consumer sentiment, brand awareness, campaign performance, and customer experience.

“We’ve spoken to some of the country’s best communicators in corporate and government organisations as well as PR and communications agencies, and it’s encouraging to know that what we’re delivering is exactly what’s needed – so we’re definitely ready to shake this space up a bit,” Croll added.

Twitter has signed on as Truescope’s data partner, and Dataxet is a partner in Singapore. Truescope has also formed a strategic partnership with Fuseworks in New Zealand, and has content deals with Singaporean media companies.


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