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New Protagonist Solutions Use AI and Big Data to Give Marketers Empathy at Scale

Suite of narrative analytics solutions allows brands to quantify and utilize beliefs for higher engagement.

Note: TDWI’s editors carefully choose vendor-issued press releases about new or upgraded products and services. We have edited and/or condensed this release to highlight key features but make no claims as to the accuracy of the vendor's statements.

Protagonist has announced newly expanded capabilities for understanding and engaging with audiences. The new marketing and communications offerings add data-driven messaging, channel strategy development, and brand signature tracking to the Protagonist Platform.

Protagonist’s intellectual property, initially designed to serve the White House and National Security Council, is now available for use by corporate marketers. Protagonist identifies, measures, and provides strategies for taking control of narratives -- the deeply held beliefs that drive human behavior -- which are essential to customer engagement. Artificial intelligence via the Protagonist platform enables marketers to gather, analyze, and utilize millions of data points to create messages that resonate with customers, delivering empathy at scale. This was previously impossible without the power of narrative analytics.

New Service Offerings Allow Clients to Take Control of Their Narrative

Protagonist’s full suite of solutions provides end-to-end support for understanding and influencing complex audiences. New offerings include:

North Star Narrative: North Star Narrative is the story that customers seek to have told about them in the marketplace. This narrative is the guidepost throughout the life of a brand, whether it is in crisis, in need of revitalization, or just trying to stay ahead of competition. Protagonist constructs the North Star Narrative by synthesizing the aspiration that resides inside the organization, balanced against the realities of where the brand currently sits -- its strengths, associations, and claims. Once a North Star Narrative is established, Protagonist builds playbooks that chart the execution path and establish monitoring and optimization to track progress for clients.

Messaging Playbook: Provides tactical and strategic guidance for marketing, communications, PR, and creative teams tasked with creating effective messaging. The solution provides effective communication strategies informed by narrative analysis. This includes recommendations on how to leverage key terms, phrases, syntax, tone, claims analysis, calls to action, and cognitive principles to strengthen a brand, a unique approach in an industry traditionally dominated by intuition.

Channel Playbook: This solution uncovers the media outlets, publications, and other sources that have the most profound impact on audience beliefs and how to leverage them effectively. Knowing what specific channels will resonate best with an audience saves time and resources, optimizing spend and boosting customer engagement.

Influencer Playbook: This traces the narratives that clients care about the most, identifies the people driving the conversation, and builds strategies to engage those people to increase favorable dialogue. Other software tools rank ‘influencers’ by simplistic keyword associations. Protagonist goes deeper, tracking the creation, growth, and engagement around full cognitive arguments across all forms of media to uncover the true stewards and opponents of brands, organizations, and broad societal topics over time.

Innovations in Natural Language Processing Advance Insights

Protagonist’s proprietary narrative analytics platform can now process millions of data points of structured and unstructured dialogue to uncover existing narratives, track changes in public beliefs, and highlight growing sentiments at scale. More sophisticated natural language processing capabilities make it possible for Protagonist to differentiate between claims being made, evidence used to support them, and underlying concepts -- providing the ability to understand which narratives are most impactful for encouraging action.

For more information about Protagonist and its solutions, visit

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