When you look at your data in BrandMentions, you actually see two types of insights working together: standard analytics and AI insights. They use the same mentions and metrics, but they answer different questions and help you in different ways.
Standard analytics show you what is happening with your brand online. AI insights explain why it is happening and what you should do next.
Understanding the role of each helps you get the most value from your brand monitoring.
Standard analytics vs AI insights in BrandMentions
Aspect | Standard analytics | AI insights |
Main purpose | Quantitative overview of performance | Qualitative interpretation and next step suggestions |
Typical output | Charts, graphs, metrics | Natural language summaries, analyses, and recommendations |
Main question answered | “What is happening?” | “Why is it happening?” and “So what should I do about it?” |
Best use cases | Tracking KPIs, comparing periods, spotting broad trends | Understanding the story, answering specific questions, planning actions |
Standard analytics: the “what”
Standard analytics are the charts, graphs, and metrics you see in the Analytics dashboard.
They answer questions like:
What is our volume of mentions?
What is our sentiment score?
What is our share of voice compared to competitors?
What are our top sources, channels, and locations?
You use standard analytics to:
Track KPIs over time
Measure campaign performance
Spot broad trends in mentions and sentiment
Standard analytics give you the quantitative foundation for understanding your brand’s online presence.
AI insights: the “why” and the “so what”
AI insights are generated by features such as AI Analysis and the BrandMentions AI Assistant. They turn raw metrics into written explanations and suggestions.
They answer questions like:
Why did our sentiment suddenly drop?
Why did this campaign go viral?
So what should we do about this spike in mentions?
So what are the key takeaways from this complex chart?
You use AI insights to:
Understand the story behind the numbers
Get quick, natural language summaries
Identify the actions that follow from your data
AI insights give you a qualitative and actionable interpretation of your standard analytics.
When you combine the precision of standard analytics with the context of AI insights, you move from simply reporting numbers to making confident, data driven decisions that strengthen your brand.