Interview with Juan Carlos Martinez Selma, CEO of Atribus, a media intelligence company in Spain.
Nice to meet you, Juan. Can you tell us about your background and what is included in your current role at Atribus?
The main roles I perform are management and coordination of all areas, from sales to marketing. A very important area in which we must put a lot of effort is in programming, for which it is necessary to promote new features and update our platform. To do so consistently, we are in contact with clients: I get into meetings with them regularly to ask them about their needs and to explore new tools that we can include in Atribus.
What makes Atribus different from other media intelligence companies?
Atribus has a great virtue, which is its proximity to the user. We provide a simple and intuitive interface so that clients do not have to waste their time on configurations or finding the right information on how to get things done. We also offer specific solution panels based on the main demands of companies and marketing teams, such as consumer insights, organic campaign analysis, online reputation management, influencer identification, and buyer persona analysis in one click.
What are your greatest challenges ahead at Atribus, when it comes to serving your customers and develop your offer?
Our biggest challenge is to offer the highest data quality. Our premise is the collection of data from social networks and the internet in general. They must be of value to the client according to the keyword, search, or topic that needs to be monitored.
Have you recently released any new technology-based solutions that will add to or improve the services you offer your clients?
Atribus Social Intelligence Technology is constantly providing updates to our collection technology. Currently, we rely on an artificial intelligence system that allows data to be collected and classified, for example, by the sentiment of the message.
What part of your current product has a lot of potential, but has not been adopted at the same rate yet by your clients?
Our image analysis product is a very potent part of Atribus and clients may not be aware of its full scope. Atribus’ image analytics technology uses the recognition of images on social networks to be able to obtain, for example, KPIs from the presence of a brand in a broadcast, video, or photo. It is a great way to extract ROI. A very interesting option for sponsors, for example.
Your platform serves several verticals. What types of clients within tourism can benefit from the Atribus platform and in what way?
Our specific social intelligence solutions for tourism are focused on both destinations and tourists. Clients can learn about the different types of tourism in the tourist destination, which will help them offer more appropriate tourism services and products, optimize experiences, and guide the communication strategy. In addition, our social listening technology allows us to extract insights from tourists which is helpful to create an accurate buyer persona.
Reviews are important for these clients. What insights can various reviews about your clients and their competitors give them?
Reviews can contribute to the perception of the tourist destination and can help to identify points of improvement to change customer opinions as well as maintain and enhance positive opinions. The opinions of the users are essential to get closer to their insights into tourist destinations but being precise requires a quantitative and qualitative analysis. This is where social listening can optimize the process. It saves costs and time, since it allows the preparation of reports with KPIs around – for example, the positioning of destination compared to the competition.
When it comes to the actual data behind the media intelligence you do, what kind of data or media not currently used can be interesting in the future?
Our vision for the future is focused on continuing to develop technology that allows quantitative data to be converted into qualitative data, to make it easier to understand the customer and extract valuable consumer insights.
How do you think the media intelligence industry will change in the next 5-10 years, and what are the greatest challenges ahead?
Social listening is a sector on the rise since social networks and the internet became the loudspeakers of users and society. Converting social data into actionable, applicable, and automatic information for both marketing and commercial strategies has become the development model of the sector. Automated qualitative data helps to understand how to reach customers, develop new products, lines of business, et cetera.
By Anna Roos van Wijngaarden