Microsoft Dynamics Acquires Netbreeze

dynamics.jpgJust after having acquired MarketingPilot, Microsoft Dynamics has announced its acquisition of social listening and analytics vendor Netbreeze. Key features of the Netbreeze technology include the ability to identify influencers, buzz analysis, topic analysis, tonality/sentiment analysis, the ability to compare current to historical postings via data archives, and independent adjustment of search configuration.

Moreover, organizations can monitor a wide array of social channels including Facebook, YouTube, and Twitter, as well as 6,000 online news Web sites, 18 million blogs, and 500,000 message boards.

The Netbreeze offering includes a social customer relationship management (CRM) plugin specifically designed for Microsoft Dynamics CRM. The tool allows users to:

  • Manage social conversations from within Microsoft Dynamics CRM. Conversations can be classified and transformed into opportunities, customer care cases, or other custom actions

  • Gain insight into online buzz, company reputation, and state of marketing campaigns, and drill down for detailed information with dashboards

  • Share social media reports with peers

Worth mentioning is the capability to analyze multiple languages (German, English, French, Spanish, Russian, Arabic, Japanese, Traditional Chinese, and Mandarin) with recently developed technologies such as natural language processing (NLP), data mining, and semantic text analysis. As a result, the analysis is more accurate since a translation to  a more internationally used language is eliminated and meaning is preserved.

Bob Stutz, corporate vice president of Microsoft Dynamics CRM, further explains the reasoning behind the acquisition:
When Microsoft considers an acquisition, we look for leading edge technology companies with innovative IP that aligns with our technology and can scale for the enterprise; this is what we were fortunate enough to find with Netbreeze. A dynamic Swiss company started by some incredibly talented analytics scientists that we enthusiastically welcome to the Microsoft family.

In order to become a strong player in the social CRM arena, Microsoft Dynamics CRM needs to organically integrate the capabilities offered by Netbreeze. This will allow it to gain independence from other third-party social listening and analysis tools and present its customers with a better equipped CRM solution.
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