Major Enhancement to Crimson Hexagon Platform Delivers Groundbreaking New Social Media Monitoring and Analysis Capabilities

Crimson Hexagon ForSight- Platform Enables Deep Analysis and Reporting of Unsolicited Consumer Opinions Expressed Across Social Media Posts

CAMBRIDGE, MA – October 5, 2010 – Crimson Hexagon (, the leading provider of social media monitoring and analysis for marketing, brand insights and market research professionals, today announced a major enhancement to its Crimson Hexagon ForSight™ platform for social monitoring and analysis. By leveraging the ForSight platform, customers are able to quickly and easily tap into billions of online conversations taking place in social media and uncover vital consumer opinions and insights about their company, products, industry, competitors and other important topics. They can use this actionable information to help define marketing strategies and investments, and make meaningful business decisions.

Powered by patent-pending technology developed at Harvard University’s Institute for Quantitative Social Science, the Crimson Hexagon ForSight Platform overcomes the limits of first-generation social media monitoring tools and traditional market research. The ForSight platform delivers a real-time view of how engaged online consumers truly think and feel about any identified topic.

‘To realize business value from social media monitoring and analysis, companies need to do more than count how many times their brand is mentioned,’ said Scott Centurino, Chief Executive Officer of Crimson Hexagon. ‘Our ForSight platform goes well beyond simple keyword counting and weak sentiment indicators. By applying game-changing statistical analysis to quantify actual opinions, it distills the meaning of billions of online conversations in a context the user defines. As a result, our customers dig deeply into what consumers are actually saying. This presents marketers and market researchers with an incredible opportunity to truly understand the hearts and minds of online consumers.’

Enhanced features and functionality in the ForSight platform include the following:

  • Intuitive Dashboard – Provides a command center for vital aspects of analysis status and activity
  • Expanded Reporting – Triples the number of available reports for analysis data and history
  • Flexible Visualization – Allows users to select which data to see in seven different views
  • Dynamically Generated Charts – Displays and exports analysis results to image or ExcelÆ files
  • Category Grouping – Rolls-up related clusters of opinions for powerful summary views of data
  • Improved Content Submission API – Enables easier analysis of private or non-social media data
  • Comprehensive Data – Allows analysis of 20 billion social media posts, and growing
  • Expanded Data Sources – Includes the full Twitter Firehose, Facebook, blogs, forums and online news sites

‘The insights gained by using Crimson Hexagon’­s ForSight platform have become a key part in developing and executing our marketing strategies,’ said Lise Brende, director of marketing analytics, bing & MSN at Microsoft. ‘The analysis allows us to see and understand the nuances of online conversation from our widely varying customer segments and we’ve been able to learn what’s working and what isn’t in real time, adjusting along the way. Crimson Hexagon’s ForSight platform has strengthened our marketing efforts and helped us make them more effective.’


Advanced Technology Enables Deep Analysis of Social Media Data Sources

Crimson Hexagon is currently indexing more than 82 million social media posts per day, 2.5 billion per month, with 20 billion to date and growing. As such, customers using the ForSight platform have access to one of the industry’s largest and most comprehensive social media analysis data sets.

When analyzing this vast data set Crimson Hexagon customers don’t have to create complicated keyword constructs to eliminate irrelevant posts. Unlike keyword-based tools, in which keyword filtering is the only option available for trying to separate relevant from irrelevant content, Crimson Hexagon ForSight uses example-based statistical classification to automatically measure how much of the social media conversation is relevant to each given theme (or irrelevant or spam).

By automatically identifying statistical patterns in the words used to express opinions on different topics and then categorizing those opinions according to their themes, the ForSight platform quickly and easily provides customers with a clear understanding of the nature of the online conversation – the key themes, their relative size, and how they change over time – with up to 97% accuracy.

Because it is not a semantic analysis based approach, the Crimson Hexagon ForSight platform is also language and character-set agnostic, and can perform analysis equally well in non-English languages. Today, the ForSight platform is being used on a global basis by corporations and government agencies to analyze social media posts in languages as varied as Spanish, Portuguese, Chinese, Russian, Bahasa Indonesia, Dari, Pashto and Urdu.


Availability and Additional Product Information

The enhanced Crimson Hexagon ForSight platform is immediately available to existing and new customers. For a more detailed overview of the Crimson Hexagon ForSight platform or to request a personalized online demonstration of the technology, visit:

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About Crimson Hexagon, Inc.

Crimson Hexagon, founded in 2007, is the leading provider of real-time social media monitoring and analysis to brands, agencies, media firms and their partners. Powered by patent-pending technology developed at Harvard University’s Institute for Quantitative Social Science, the Crimson Hexagon ForSight™ platform overcomes the limits of traditional market research by delivering a real-time view of how engaged online consumers truly think and feel about a brand or issue. For more information go to: or read the Crimson Hexagon Social Media Monitoring and Analysis blog:

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