The Value of API and Analysing Different Data Types

Many companies use data to optimise their strategy but generally look inward towards items like sales figures, financials, and internal reports to understand their position. While this internal data is extremely useful, it’s historical data, giving you insights into events that have already happened. As a result, companies are making decisions based on lagging indicators. The truth is, no business is unaffected by what’s going on in the outside world and we need to avoid living in our own internal bubble. Having all the media data you need, both internal and external, in a single location is vital. This is where an API becomes invaluable.

What is an API?

The term API stands for ‘application programming interface’, don’t worry – this article isn’t going to go into the technical elements of how it works. All you need to know is that an API is used to seamlessly transfer data from one place to another. API’s are used to help software talk to each other. For example, Meltwater’s API allows customers to automatically stream Meltwater search results into the application or server of their choice.

“The main benefit of the API being, that you can layer structured internal data with unstructured external data, helping you find data correlations.”

APIs make streamlining your business workflows smooth and simple – so you can spend more time achieving your goals rather than ticking admin tasks off your list!

APIs offer a number of opportunities for companies wanting to stay in the know and keep ahead of the competition; I’ll explain a few of them in the blog.

Connect the dots with an API


Analysing Vast Data Types

Decision makers can only truly get a 360-degree view of their projects and cases by feeding both external and internal insights into in their business intelligence solution. Layering both types of data helps you to connect the dots and find correlations between the sources.

For example, say you run a PR campaign, by layering a range of data types such as social media conversations, media coverage, website traffic and total sales, you’ll be in a much better position to understand the full impact of the campaign.

“Meltwater’s APIs enable you to stay on top of billions of editorial, blog and social media conversations. It goes beyond the total number of mentions and allows you to understand the meaning behind conversations, driving actionable insights.”

Since the data is tracked, analysed and fed back into your business intelligence system in real time, you can immediately receive streams of the most relevant content. The real-time nature of our media intelligence tool and API integration is critical for reducing the effects of negative conversations taking place in the media, whether that’s fuelled by a journalist or a social influencer.

Automated Reporting

We need to understand where we currently stand in order to get to where we want to be – but reporting takes time, sometimes a lot of time.

Fortunately, APIs take the manual work out of reporting. Insights can be used to build powerful graphs for reports. What’s more, results are delivered as JSON and include metadata. Data is enriched through our pipeline and additional information is added to the data including sentiment, language, reach and key messages.

One use case that stands out to me is a research firm client consulting in the Sports industry. They use Meltwater’s API to prove the ROI of sponsorships investments. They do this by tracking brand names in relation to specific sporting events and creating insightful widgets to show how sponsorships affect the brands’ exposure for key audiences. Given the volume of mentions during major events, they require a robust and reliable delivery pipeline, which the API provides. It also helps automate a cumbersome exporting process, saving them significant time each month.
Make reporting easy with Meltwater's API

Collaboration & Communication

APIs are the perfect means for facilitating internal comms and collaboration. Track competitors, prospects and your industry through Meltwater, and then feed this into Slack to keep entire teams in the loop around industry developments. Access all company information in one place.

Tailored Solutions

Our API can connect with just about every business intelligence platform, but some examples include Zapier, Domino, Domo, Qliksense, and Tableau. Meltwater’s API offering is not an “off the shelf” product since every client’s use case is different. We tailor the solution to individual needs. If you’re interested in learning more about how Meltwater API can help with yours, connect with me on LinkedIn and send me a message!

Want to learn more about Meltwater’s API feature? Contact us via the form below!