Through Colabo marketers can create dashboards based on any keyword, product name or event of their choosing and within minutes have a visual representation of online discussions about their brand.
Users can also pull in internal data sources, such as metrics from the App Store or Google Analytics. This provides complete visibility into marketing campaigns and allows users to tie external results to internal business goals.
“For marketers, the days of looking only under the lamppost are over. They need actionable, real-time data to properly allocate their budgets and that can only come by breaking down the siloes in which each stream of data has been viewed and processed over the last several years,” said Yoav Dembak, Co-Founder and Chief Executive Officer, Colabo.
“When we were launching products and tracking market performance at VMware we realised fellow marketers were also facing this uphill battle to collectively visualise the myriad emerging data streams and, on top of that, track and correlate the data to tangibly impact the ROI of any marketing activity. To solve this problem we tapped into our past experience in Big Data analysis and service level management for IT and built Colabo to provide front-line marketers a way to easily and immediately gain insights into how campaigns are translating into business results.”
The background to Colabo lies in VMware acquiring B-hive Networks because of its ability to track how fast and well data was flowing from the end-user perspective either in virtual or on-premise environments. It is the B-hive team (the 3 co-founders Yoav Dembak, Naama Halperin and Asaf Wexler) which has now launched Colabo.