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February 06, 2016 6:43 AM ET

Internet Software and Services

Company Overview of NetBase Solutions, Inc.

Company Overview

NetBase Solutions, Inc. provides social media analytics solutions. It offers a platform that processes social media posts daily for actionable business insights for marketing, research, customer service, sales, PR, and product innovation leaders. It offers The NetBase LIVE Pulse Product Suite that provides visibility into the social movement of brands, campaigns, and competitors to executives, managers, and teams; Listen, a real-time social media monitoring solution that provides the metrics needed to monitor and act on activities across the social Web and owned social media networking platforms; ENGAGE and PUBLISH, a real-time social media monitoring platform; The Natural Language Processin...

2087 Landings Drive

Mountain View, CA 94043

United States

Founded in 2003





Key Executives for NetBase Solutions, Inc.

Chairman and Chief Executive Officer
Age: 58
Co-Founder and Executive Vice President of Corporate Strategy
Co-Founder and Chief Innovation Officer
Executive Vice President of Engineering and Operations
Compensation as of Fiscal Year 2015.

NetBase Solutions, Inc. Key Developments

NetBase Announces Executive Changes

NetBase announced it has appointed two new members of its executive team: Paige Leidig as chief marketing officer (CMO) and Dave Pefley as chief financial officer (CFO), replacing current CFO Bob Pape, who is retiring. As CMO, Leidig will oversee the company’s marketing and communications functions and support collaboration with brands and social media stakeholders. He joins NetBase with 20 years experience in technology and marketing, working to sell enterprise application solutions and manage trusted customer relationships. Prior to his current role, Leidig was CMO for CipherCloud where he was responsible for all aspects of marketing and helped lead the company from the early stage to a leader in the cloud security market. Leidig has also worked in senior management positions at SAP, Ariba, Elance, and E Trade. As CFO, Pefley will oversee the company’s financial operations including finance, accounting, HR, legal, investor relations, planning and reporting. He joins NetBase with more than 25 years of senior level finance experience, managing rapid growth for public and private technology companies. Most recently he was CFO of Adaptive Insights, a software as a service (SaaS) leader in corporate performance management (CPM).

NetBase Launches Audience 3D for Powerful Consumer Understanding Beyond Demographics

NetBase launched Audience 3D (A3D), a new solution that provides brands and agencies with a complete, dimensional understanding of consumers. With early access to the Gnip Audience API from Twitter, NetBase Audience 3D solution is one of the first products to leverage the power of this new audience data. Twitter audience data, in combination with NetBase patented language technology, enables brands to have an unprecedented view into an audience and connect with them in authentic ways to drive real business value. Brands such as Coca-Cola, 7-Eleven, and Taco Bell have already benefited from Audience 3D by creating winning marketing campaigns, engaging their most loyal fans, and expanding their audiences. NetBase focuses on using this new audience data to build premium products for marketers. With this relationship, Audience 3D customers have unparalleled access to Twitter data products that enables them to drive value with rich new insights and targeting capabilities. The Gnip Audience API from Twitter provides valuable data including audience demographics and interests. This level of insight empowers brands to enhance marketing campaigns by knowing in real-time what their customers want, allowing them to reach those consumers with highly targeted messaging while measuring campaign reach and performance. As a beta customer, 7-Eleven utilized Audience 3D to identify several unique audiences that matched the brand’s specific targeting profile for its new product -- SOUR PATCH® Watermelon-flavored Slurpee® drink. This new way of social audience marketing enables brands to look beyond the traditional demographic-based audiences and instead grow their customers with psychographic models that reveal what people are truly passionate about. Marketers are now able to connect with the consumer at the most crucial moments, helping them reach a more relevant audience, increase customer loyalty, and ultimately achieve higher revenue.

NetBase Announces Audience Fingerprints in Suite of Audience Marketing Tools

NetBase announced Audience Fingerprints, the newest enhancement to the company’s core product. It is the latest in a series of innovations around Audience Marketing. NetBase Audience Fingerprints enables brands and agencies to translate their customer segments for deeper insight. With Audience Fingerprints, brands can understand what a segment is saying about a specific topic or campaign while ensuring significant scale. An audience segment can be as large as 500,000 authors for truly enterprise-scale implementations. Audience Fingerprints enhancement is available starting on August 14. In early testing, NetBase clients achieve more personalized audience understanding with Audience Fingerprints by: Creating unique custom segments. Understanding what segments or influencers are saying about the brand or an important topic in order to measure marketing effectiveness. Analyzing categories by monitoring how segments are talking about a category or specific products in order to identify promotional opportunities.

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