University spin-out aims to shake-up marketing sector
A LANCASHIRE university spin-out company launched to commercialise crime-fighting technology is hoping to revolutionise the marketing sector.
Lancaster-based Relative Insight, which has adapted technology originally developed for the detection of criminals online to help businesses better co-ordinate their digital communications, has secured growth funding from the North West Fund for Venture Capital and now plans to grow its team.
The firm’s technology is able to demonstrate whether brands are actually differentiating from their rivals in their marketing and public relations language – something that is increasingly important for business success. It is already working with major businesses including Microsoft Mobile, Saatchi & Saatchi, Manning Gottlieb OMD, HavasEHS, and Oglivy.
Relative Insight, which has eight staff, is based at Lancaster University’s InfoLab21 and was started by former university researchers and graduates Dr James Walkerdine and Dr Phil Greenwood
The business is also able to show whether an organisation’s communications are consistent over all channels – such as websites, social media platforms like Twitter and Facebook, and even TV and radio advertising. They then use online sources to track consumer opinion, for example web forums, review sites, and video comments.
Dr Walkerdine said: “The law enforcement aspect of our business is still alive and used by police around the world, but certainly our focus is currently on developing the marketing application. We have built a strong relationship with Lancaster University’s marketing department, which has been very supportive and has helped introduce us to a number of key agencies and brands.
“We have been very encouraged by the feedback we have received from the companies we have worked with so far and we hope to work with more interesting clients in the years to come.”
Dr Peter Lenney, from Lancaster University Management School’s department of marketing, added: “The exciting technology that Relative Insight has adapted for the marketing world has the potential to revolutionise the field.
This technology enables marketeers to really make sure their communications are co-ordinated, relevant to their target audience, and different to their competition. These are all hig”hly advantageous elements for a brand to possess.
“It is great that the technology has been developed here at Lancaster University and we hope to be able to help further refine the marketing adaptation in the future.”
