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Votifi cofounders wanted to broaden its business potential. “We soon saw the value of extending our methodology to understanding consumer behavior,” says Aronson. “So we started looking at how we could market consumer insight and analytics in a commercial arena.”
Discourse Analytics needed a standards-based platform that offered greater scalability and interoperability with potential social media partners and customers, and a computing platform that embraced mobility. “The key to our business model is the ability to identify and connect with users across multiple channels and computing scenarios,” says Aronson. “The more we can engage people on multiple platforms, the more data we can capture, model, and market. We needed the right computing ecosystem to serve our needs.”