Industry Veteran John Croll Reveals Latest Venture

Industry Veteran John Croll Reveals Latest Venture
B&T Magazine
By B&T Magazine
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With more than 20 years’ media intelligence leadership and expertise, John Croll has launched his latest project, Truescope, set to challenge the media intelligence industry.

Truescope is the innovation of John and business partner and product visionary, Michael Bade. The Australian entrepreneurs have designed and built a media intelligence platform to help inform communicators about breaking news across all media types and identify issues, fake news, and trends in real-time.

The business has launched in Australia and Singapore and harnesses the duo’s expertise delivering real insights for clients across many markets. The platform is live in Singapore and is expected to be operational for clients in Australia by August 2020.

The key differentiator is Truescope is built using best practice cloud-based technology and bespoke machine learning, which work at speed to analyse social and mainstream media stories to deliver world-class insights.

Croll has built an expert team of technologists and product innovators to create an offering that, he says, more accurately reflects today’s media landscape and communications needs. While technology is the power behind the insights, true intelligence comes from its people.

“I’ve been exposed to many global media intelligence companies and worked with some of the industry’s most forward-thinking operators, and I can honestly say that we have the right idea, team and the talent in place to be able to deliver something meaningful for the industry,” he said.

“We think our approach to people, product and scalability is revolutionary in this space, and we all have the unequivocal mindset that the client experience (CX) is central to everything we do. We’re ready to build bridges between new technologies and the communications industry so our clients can immediately understand the value Truescope brings and see how different we are to what has come before us,” said Croll.

Truescope aims to be the first smart media intelligence platform in the market. Its capabilities combine and transform big data across media types and languages, into a single, coherent, and easily searchable database.

With each media item, machine learning and natural language processing is used to distil sentiment to help discover potential effects on brand reputation and assist businesses in measuring awareness and communications effectiveness.

“We’ve spoken to some of the country’s best communicators in corporate and government organisations as well as PR and communications agencies, and it’s encouraging to know that what we’re delivering is exactly what’s needed – so we’re definitely ready to shake this space up a bit,” said Croll.

Truescope has already secured an official partnership with Twitter, as a Data Partner, and will help other businesses determine the content most relevant to them across the platform by providing insights to consumer sentiment, brand awareness, campaign performance, customer experience
and much more.

Truescope has formed a strategic partnership with New Zealand’s Fuseworks, collaborating together to deliver the next generation in news analysis tools to the New Zealand market.

Truescope has also partnered with Dataxet in Singapore and has content deals already in place with major Singaporean media companies.

 

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