Former Isentia CEO John Croll launches media intelligence platform, Truescope
Croll
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.
So who pays for this? How does Truescope make its money?
How does King Content fit in to this structure?
Thank good there is some new energy and innovative thinking coming to the sector. These guys are 2 of the best minds in media intelligence, understand the client and will shake it up.
It will be a subscription model obviously, like any media monitoring/media intelligence business.
Is this not what Meltwater have been doing for years?
Yes, Meltwater is way ahead of this. If you’re promoting ‘cloud-based tech’ and ‘machine learning’ why are you partnering with ‘behind the curb players’ like Fuseworks…
Is this not what Streem is already doing?
Seriously how is it that after over a decade of a monopoly controlled by iSentia in Oz, all of a sudden all of these media intelligence companies are springing up? And just as the Australian media landscape is dying a slow death.
So we have another reporting platform that client’s will roll their eyes over on paying.
This is exciting…I have worked with John Croll before and he is fantastic. He understands what us media advisers need and it is great he is back in the game. I checked out the website and the platform looks very user friendly with some great features.