Crimson Hexagon was an AI-powered consumer insights company based out of Boston, Massachusetts.[3] The company also had a European office in London, England.[4] The company and its nearest competitor, Brandwatch, merged in 2018, with the new company taking the name Brandwatch. [5]
The company's online data library consisted of over 1 trillion publicly available posts, and includes documents from social networks such as Twitter, Instagram and Facebook as well as blogs, forums, and news sites.[6] The company's ForSight platform, still available to Crimson Hexagon customers post-merger, is a Twitter Certified Product.[7]
Crimson Hexagon's analysis of current events and trending topics was often featured in news articles.[8]Pew Research used Crimson Hexagon's social media analysis platform to analyze media coverage and discourse.[9] The company also partnered with the Russian government in 2013 to monitor social media trends on LiveJournal, Twitter, and Russian social media platforms.[10] In 2018, Facebook suspended their partnership with the company due to these connections. [11]
History
Crimson Hexagon was founded in 2007 by Gary King and Candace Fleming based upon technology King developed at Harvard University’s Institute for Quantitative Social Science.[12] In 2012, Stephanie Newby became the company's CEO.[13]
In March 2014, the company announced its Affinities feature, which allows marketers to identify the interests of people talking about brands, products, or companies on social media.[14]
On September 5, 2018, Crimson Hexagon released the industry's first reverse image search technology.[15]
On October 4, 2018 Crimson Hexagon announced it was merging with Brandwatch.[16]
