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Influencer marketing is evolving, and so is the way brands measure success. That’s why Meltwater is proud to announce a new partnership with YouTube, integrating YouTube’s Creator Partnerships API directly into our Influencer Marketing platform.

Introducing Verified YouTube Data in Meltwater Influencer Marketing

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Social media never sleeps — and neither do marketers trying to keep up with the latest social media management trends. This time, it’s a showdown between Bluesky vs. Threads, two semi-new social networks that are a far cry from stalwarts like Facebook, YouTube, and Instagram.

It’s a familiar concept: Everyone has a profile. People can follow accounts of their choosing. You can post text, images, links, and even videos, which your followers will see. 

Bluesky and Threads look and feel a lot like X (formerly Twitter). The biggest difference between Bluesky and Threads is their overall audience, vibe, and the potential social media marketing opportunities.

So, which is better: Bluesky or Threads? More importantly, should you dive in and build a presence on one or the other (or both?), or is this just another case of trendy tech that won’t last?

Key Differences Between Bluesky and Threads

Which Platform is Better for Brands and Marketers? 

Boosting Your Bluesky and Threads Strategy with Meltwater

Bluesky is a decentralized microblogging platform similar to Twitter/X. Unlike giants like Facebook and YouTube, where the companies own the data and control the ecosystem, decentralized sites like Bluesky don't have a single entity “in charge.” 

This is a huge draw for social media users who care about transparency, autonomy, and a more open internet. 

On the surface, Bluesky looks a lot like Twitter/X. Jack Dorsey, Twitter’s founder, was originally an incubator of the site.

Did you know Bluesky data is now available in Meltwater's social listening solution? Click here and fill out the form below to see how you could start leveraging Bluesky insights!

Threads is Meta’s answer to Twitter/X. It’s a near clone to the original microblogging platform, but it has close ties with Instagram. Users can sign up via their Instagram profiles, bring their followers with them, and start sharing short-form posts.

It’s like Twitter and Instagram had a baby — a clean, quiet, no-frills baby. The main focus is sparking conversations and making valuable connections with followers.

When choosing between Meta Threads and Bluesky, think about which experience your audience is most likely to favor. 

Transparency and privacy or mainstream chatter?

The goal is to meet them where they already are (or likely to be in the near future) so you can focus on content and connection, not just growth.

Privacy and control are among the biggest differentiators between Bluesky social vs. Threads. Namely, Bluesky gives its users more control over what they see and how their data is used.

Control comes standard with decentralized tech. It’s no longer about having one entity holding all the cards. With Bluesky, users can customize their home feeds, subscribe to content, mute people or accounts, or even block specific keywords. They can avoid certain content that doesn’t fit their values without unsubscribing from accounts altogether.

For Threads, users should have similar expectations of privacy, security, and data as they do on Facebook or Instagram. And yes, that includes Meta’s track record of illegally collecting and handling data. 

But unlike Facebook and Instagram, Threads is now part of the fediverse, a system of social networking sites on the same open protocol. This network also includes Mastodon and WordPress, and users can like, share, and comment on content from across all of these platforms.

You might wonder, is Threads or Bluesky better? is Threads or Bluesky better? That’s like asking if you should use YouTube or TikTok, or Facebook or Instagram.

Let’s compare the two from a marketing perspective.

Threads launched to massive fanfare as an alternative to X. It’s still building out its features, but the platform allows for easy scaling and quick engagement. 

Simply put, you can sign up for Threads and start posting in minutes.

Typical Threads users are also on Instagram, so there’s mass appeal across multiple niches and topics. 

Users can also tap into their existing Instagram audience, which makes it a great option for campaigns that need traction fast. You also have cross reach with other platforms in the fediverse, like Mastodon and Friendica. 

First, you’ll need to build an audience from scratch, as its open source protocol doesn’t have any other social media networks (yet). It’s also a much more niche community, kind of like a frontier town in the wild west. Growth is slower, but it’s also more nuanced and centric to each account. 

This niche approach could be advantageous to brands who want to grow loyal audiences. There are also far fewer brands on Bluesky, which gives early adopters a shot at leadership in specific verticals or communities.

TIP: Need help figuring out how to build your audiences on either of these social platforms? AI can help! Download our free Ultimate Guide to AI for Social Media Management.

For Bluesky vs. Threads users, both platforms offer content versatility, though Bluesky tends to be more text-driven, while Threads sees more variety. 

On Threads, posts can include text, images, and video, which is ideal for accounts that rely on storytelling and visual branding.

Bluesky prioritizes conversation and reputation. You can share text, images, videos, and GIFs here, each of which comes with its own specifications. 

Also noteworthy: Threads uses an algorithm to choose the content users see; Bluesky does not. This is a big opportunity for lesser known creators and brands to make a space for themselves — your brand voice and consistency are your growth engine.

Right now, neither Bluesky nor Threads has invested in monetization. As in, they’re not ad-driven platforms.

Meta is likely to roll out monetization tools in the future, similar to Instagram and Facebook. Bluesky has no immediate plans for traditional ads.

In the Threads vs. Bluesky battle, there’s no clear winner. Each platform has something unique to bring to your marketing strategy, but not without a price. 

Here’s how their pros and cons might affect you:

Bluesky and Threads are still very new in the social media sphere. Neither are fully baked. 

Threads has the backing of its parent company, Meta, a well-established player in social media. The company has plenty of resources to put toward its new platform, not to mention a loyal user base with Instagram. 

With Threads being an extension of Instagram, there’s built-in longevity to win marketers’ trust. It’s more mainstream, and as growth continues, its place in social marketing is likely to grow, too.

The same can’t be said for Bluesky, but the platform brings its own level of potential. It’s built on an open source protocol. Although it’s the only platform using that protocol, there’s opportunity for others to build interoperable networks to augment Bluesky’s reach and power.

Finding your champion in the Bluesky social vs. Threads showdown starts with understanding your audience: Who are they, what do they value, and where are they already spending time?

Meltwater helps you answer these and other questions with its AI-driven social intelligence platform. Zero in on where people are hanging out, the questions they’re asking, and the content they’re engaging with. When you know what they care about, you can spark conversations they’ll want to participate in, whether it’s on Bluesky, Threads, or both!

Smart brands are already using AI to break down their audiences into meaningful segments. Go beyond age and interest to also learn their values, tone, preferences, and trust factors. AI can tell you not just where to go, but what to say when you get there.

Learn how Meltwater can empower your Bluesky or Threads strategy when you request a demo below!

Bluesky vs. Threads: What’s the Difference?

AI-generated content examples are everywhere these days, and they’re becoming more frequent. They’re in the blog posts you read, the social media captions that make you “stop the scroll,” and the emails in your inbox. In short, brands are getting comfortable using AI tools to create copy, images, and video. 

And why wouldn’t they? AI speeds up the content creation process and lowers the cost. And outputs can be surprisingly human-like.

The best way to see how to use generative AI content creation tools is to look at examples from other companies using them. Use these AI-generated content examples to spark your next campaign idea.

Best Practices for Using AI-Generated Content in Business

We define AI-generated content as any content that generative artificial intelligence models create. 

AI models have been trained on huge volumes of data. They’ve seen artwork, articles, photos, books, television shows, encyclopedias, essays, how-to videos, technical guides, web pages, and countless other examples. 

AI tools recognize patterns and connections in the content so it can reproduce something similar when asked.

While AI in marketing is no replacement for human creativity, it can sometimes get your project from 85% or 90% of the way to completion so you only need to edit and refine. And it can do it in a consistent, efficient, and scalable manner.

TIP: With so many AI tools now available, it can be hard to keep track. Don't miss our articles on AI Social Media Management Tools, AI Tools for PR, and AI Copywriting Tools!

AI content creation can take multiple forms, supporting brands across the entire content marketing spectrum. 

Text: Written copy, such as articles, social media posts, emails, web page copy, product descriptions, or content summaries.

Images: Static visuals resulting from a text-based prompt (e.g., Create a flower in the style of Monet).

Videos: Multi-frame video content, such as explainer videos, doodle-style videos, webinars, or animations, often based on text-based prompts.

Audio: Text-to-speech recordings that can be applied to videos as voiceovers or used as standalone audio.

Each of these can apply across a wide range of use cases in marketing, like giving an AI tool a blog post and telling it to create posts for Facebook and X. Or giving it a customer persona and having it write a personalized email. 

And in many cases, you might combine more than one type of AI-generated content for complete campaigns or assets.

TIP: Download our free Ultimate Guide to AI for Social Media Management to see how AI-generated content can transform your social media strategy!

Brands are choosing AI tools to augment their human teams and do more with fewer resources. AI acts like another set of eyes and hands that can offload tasks from your team and work around the clock. 

As a result, companies are seeing several obvious advantages.

AI can create images, ads, videos, audio, or whole articles in seconds. For comparison, the average human creator takes anywhere from one to six hours to create a single piece of content. 

AI outputs almost always need editing, especially to make the content look and sound human and avoid potential plagiarism. But it can still save significant time compared to creating content from scratch, allowing marketers to devote more time to strategy.

When you’re ready to move forward with your content ideas, AI tools are always ready to help. You can produce large volumes of content across multiple platforms without overwhelming human teams.

Meltwater's AI-powered PR Assistant can generate press releases for your team in an instant. See how our solutions can optimize your workflows when you click here to request a demo!

Personalizing content takes time, and the process isn’t easy to scale. AI changes the game by helping you find ways to appeal to niche audiences and make your content more relevant and engaging.

You can share personas and data insights with AI tools, then let AI do its best work in crafting messages and content that reflects your audience segments. It’s faster compared to manual personalization and removes much of the guesswork.

AI tools are trained on patterns and may spot opportunities to improve your content’s SEO. It can analyze top-performing content and find common denominators (e.g., keywords, number of headings, content structure) that you can apply to your content.

Improving your search rankings can help you earn more organic traffic and, ideally, become less dependent on paid ads. It also ensures you appear in front of people who are actively searching for what you offer, giving you more quality traffic that could turn into paying business.

AI tools can create content in multiple formats for various channels with very little effort. For example, once it writes a blog post, it can also craft social media captions, email newsletters, and summaries for LinkedIn to help promote the article. Or, if you’re using generative AI in advertising, it can create short-form ads based on longer landing pages.

AI tools typically understand the requirements of different channels, such as keeping X posts under 280 characters or adding hashtags to IG posts. Marketers can create assets for entire campaigns using a single tool while maintaining consistency across each channel.

Reach more people by translating and localizing content

AI can adapt content for audiences in different countries and cultures, allowing you a greater reach and more opportunities to connect. AI translation tools are growing rapidly and take nuance and context into consideration.

TIP: To really take full advantage of the efficiencies that AI can offer, you need a great prompt. Check out our free guide 80+ AI Prompts for Social Media to start repurposing your content today!

Coca-Cola’s bold move of an AI-generated Christmas commercial ruffled some feathers. Love it or loathe it, the commercial serves as a powerful example of what AI-generated content can do.

Let’s look at some other examples of AI-generated content from real brands:

Toy company Mattel thrives on eye-catching, colorful toys, especially with classics like Hot Wheels. To help the brand create more unique designs, it turned to DALL-E 2, a generative AI tool. Using simple language prompts, Mattel designers can craft multiple iterations of cars before choosing a select few to turn into prototypes — and later, real Hot Wheels cars that customers can buy. 

Mattel acknowledges that quality over quantity is always a top priority. But AI’s ability to generate tons of designs in a fraction of the time compared to human designers allows the brand to scale its efforts. 

Users can start with a basic language prompt, then flesh it out in multiple ways until they’re satisfied with the outcome. According to Mattel, “sometimes quantity can help you find the quality.”

ClickUp’s 150+ articles and 85% organic traffic increase

ClickUp achieved remarkable organic growth using Surfer SEO, an AI-driven content optimization tool. Surfer removes much of the guesswork of optimizing content based on keywords, headings, word count, number of images to include, and other fine details.

The approach allowed ClickUp to publish over 150 articles and improve the quality and quantity of its content. As a result, the company saw an 85% increase in non-branded organic traffic in just 12 months. 

Cyber Inc.’s multilingual video courses

IT company Cyber Inc. used Sythnesia AI, a video software, to create videos for its online courses. The AI element allowed the company to produce multiple videos in various languages in a short timeframe. 

An AI avatar took the place of a human actor, which helped to save on video production costs and streamline the process. The approach also allowed the company to experiment with different elements and video variations without risking a lot of time or money.

Farfetch’s personalized emails for better open rates

Farfetch, a luxury online marketplace, used AI to improve its email marketing campaigns. It used a tool called Phrasee, which generates and analyzes language in real time to help brands optimize their marketing copy.

The company used AI to optimize email subject lines for abandoned cart messages and wishlist notifications. They saw a 7% increase in open rates for promotional emails and a 31% increase in opens for event-triggered emails. These higher open rates also led to more clicks and traffic.

As you explore ways to use these and other AI-generated content examples in your marketing, you’ll quickly find there’s a learning curve to it. AI models aren’t perfect and may not give you the results you expect right away.

Not to worry, though — all you need is the right set of tools, a little practice, and some patience. These best practices can also help.

AI won’t pick up on your brand voice perfectly the first time, nor will it always be factually correct. Plan to have your team review and refine AI-generated content to align it with your brand messaging, values, ethics, and quality standards.

Balance AI-generated content with human creativity

AI excels at generating ideas, drafts, and assets. But on its own, it’s not enough to power your marketing department. Rely on humans to inject emotion, storytelling, and brand personality into the final product.

Feed your AI tools with brand voice, tone, and style guidelines so it can produce consistent, quality assets. Keep in mind that most AI tools are improving rapidly.

Just as you’d A/B test your human-made content and track metrics like clicks and conversions, you should give the same attention to your AI-generated content. Don’t assume it’s better just because a robot created it based on data or optimized it for search.

AI often pulls from existing sources without properly attributing its outputs. It might also create inaccuracies or biases, both of which may harm your brand if you publish your AI-generated content as is. 

It’s a good practice to run your content through an AI plagiarism checker tool to protect your brand. Make sure you’re also verifying citations and sources, and fact-checking information before publishing.

AI isn’t just useful in generating new content; it also helps you decide what to create. 

Meltwater’s AI-driven social intelligence suite keeps you in touch with what people are talking about online. Stay on top of trends, learn the context behind conversations, and discover the content people are already engaging with — including what they can’t get enough of.

Using AI to inform your content strategy has never been easier. And once you have your findings in hand, you can use AI to bring them to life and ready to share with your audience. 

Request a demo below to learn more the AI-powered capabilities in the Meltwater Suite.

AI-Generated Content Examples: Unlocking Creative Potential

These days, a couple meeting IRL feels a little bit retro. That’s because, over the past decade, online dating has evolved from a novelty to a mainstay of modern, digital culture. In the U.S., for example, about half of people looking for serious relationships are doing so on dating apps. Those numbers are lower elsewhere, like in the U.K., but even there, about a third of Gen Z and Millennials are swiping. 

Chatter about the decline of dating apps is everywhere, yet Tinder and Bumble still rank in the top 10 mobile apps globally by consumer spending. So is dating app burnout actually widespread or not? We used our social listening and analytics solution to crunch the numbers on millions of social media data points to see how the digital conversation is trending and how brands are responding. 

How much are people talking about dating apps?

Social media mentions of online dating and dating apps from April 15, 2024, to April 14, 2025

Over the past year (April 15, 2024 to April 14, 2025), social media users have mentioned online dating and dating apps more than 4.64 million times, averaging at about 12,700 mentions per day. The overall volume has held mostly steady, with a slight 8% uptick from October 15, 2024 to April 14, 2025 compared to the six months prior. Meanwhile, the biggest spike in conversation was generated by a post on X associating app-less dating with the effortless cool exuded by Turkish Olympic sharpshooter Yusuf Dikeç.

Sentiment of social media mentions of online dating and dating apps from April 15, 2024 to April 14, 2025

The dating app discussion isn’t all lovey dovey. About 27% of the 4.64 million social media mentions from mid-April 2024 to mid-April 2025 were negative compared to just 16% positive. This imbalance aligns with the growing narrative in media coverage about widespread souring regarding dating apps. 

How are dating apps responding to online dating fatigue?

Dating app brands have clearly been taking notice of the narrative online and evolving their messaging in response. Here's how.

Seats | It Starts With A Swipe™

Tinder’s “It Starts With A Swipe™” campaign proclaims, “It’s great to be wrong about Tinder,” speaking directly to the skeptics in its target audience. By portraying the romance of small, awkward shared moments on dates — like ordering too spicy food at a restaurant or getting seated behind a pillar at a concert — Tinder positions itself as the starting point for authentic, meaningful experiences.

It's Funny We Met on Hinge

Hinge has long subverted expectations with its tagline, “The dating app designed to be deleted,” so its latest ad campaign, “It’s Funny We Met on Hinge” fits perfectly into its brand. In the collection of videos, real-life couples discuss meeting their now-partners on Hinge after having earlier encountered them in real life. Along with real people voicing their (seemingly) unscripted doubts about the app, the ads position Hinge as a tool for connection with people in your existing communities and social circles, preserving the element of romantic serendipity.

On social media, Plenty of Fish, or POF, is leveraging UGC and content creators to strengthen its positioning as “the dating app where you can truly be yourself.” Forgoing professional lighting and sets for authentic content filmed from smartphones (along with real-life snapshots of real-life couples) the brand gives users license to come to the app exactly as they are.

Despite visible skepticism and disappointment, dating apps are still an important and deeply embedded part of modern dating in many parts of the world. Dating app brands are openly acknowledging this cultural evolution, as well as the resulting shifts in what their audiences expect, prefer, and need. From linking apps with organic connection to highlighting real stories from real users, current dating app marketing trends are examples for marketers across segments of how to address consumer frustrations head-on.

How Brands Are Responding to Dating App Fatigue

You’re chasing a lead that looks promising. Marketing says they downloaded an eBook last month. Sales saw them book a demo a week ago. But now, it’s radio silence — and you’re not sure why.

No business can afford to fly blind when it comes to customer journey. Every interaction — whether it’s a webinar signup, a chat with support, or a click on a pricing page — adds a piece to the puzzle. The problem is, most companies are looking at those pieces in isolation rather than using big-picture customer journey analytics.

Here’s how data helps you create a fuller picture of your prospects and customers so you’ll know why they behave the way they do and what they might do next.

Why Are Customer Journey Analytics Important? 

Key Benefits of Customer Journey Analytics

How to Collect and Analyze Customer Journey Data

The Role of Al in Customer Journey Analytics 

Using Meltwater for Customer Journey Analytics

Customer Journey Analytics definition: The process of collecting and analyzing data from every touchpoint a customer has with your brand. The goal is to understand the actions they take, where they lose interest, and what drives them to act to optimize business outcomes.

Customer journey analytics is all about connecting the dots. It considers all of your customers’ touchpoints, from sales to marketing to customer service, and pulls them into one unified story. 

Instead of looking at single pieces of data, you can get a clearer view of how people move through the entire journey, from first impressions to purchasing decisions and beyond.

Understanding your customers gives you a competitive advantage. It’s like being a fly on the wall when they’re engaging “across the screen,” allowing you to find better ways to connect with them (and hopefully convert them).

The Meltwater Blog

Bluesky vs. Threads: What’s the Difference?

AI-Generated Content Examples: Unlocking Creative Potential

How Brands Are Responding to Dating App Fatigue

Customer Journey Analytics: Full Guide

What Is Snapchat Discover and How Does it Work?

How to Do a Social Media Competitor Analysis: Full Guide

Online Review Management: How to Monitor and Improve Brand Reputation

How Brands Are Leveraging the Substack Boom

Influencer Marketing in South Africa: Top Trends to Watch in 2025

Doomscrolling and the Rise of Dumbphones

The Best Approach to Media Relations: Benefits of Having a Journalist Profile on Meltwater

The Top 10 Instagram Influencers in India