Why are your customers buying or not buying your products? What are they most concerned about today? Which online influencers are your brand ambassadors or critics? Will a certain social media trend be the next global phenomenon? What insights and actions can you take to improve the branding of your products? Previously, acquiring such market and consumer insights meant relying on commissioned or pre-prepared market reports, which are costly, easily outdated or simply unavailable.
To help businesses better access market and consumer insights quickly to keep up with fast-changing consumer behaviours, a new start-up company, named 6Estates, has spun off from the NUS-Tsinghua Extreme Search Centre (NExT), a leading research centre jointly established by the National University of Singapore (NUS) and Tsinghua University of China. 6Estates is a big data analytics software company with the ability to transform huge volumes and varieties of structured and unstructured data into insights automatically. 6Estates has strengths in deep natural language processing for both English and Chinese, to help global businesses understand the China market, as well as Chinese businesses compete in global markets.
“Companies who stay current and have true knowledge of their target audiences are going to be leading the market. People are increasingly moving to digital platforms and posting massive amounts of their conversations across numerous online sites. By leveraging on 6Estates, businesses that effectively utilise this insights will significantly improve their ROI in marketing campaigns, research initiatives and customer engagement. Traditional means for accessing such knowledge are inadequate to compete in this fast moving consumer market,” explained Mr Gary Chin, Co-founder and CEO of 6Estates.
6Estates offers automated, live intelligence on consumer behaviour, brands, and industry trends with their deep natural language processing and multimediamultisource technological prowess. Businesses can better compete with these insights to develop actionable strategies that improve their customer experience, service and product offerings. 6Estates’ platform provides category and audience insights, based on different industry and consumer segments. This helps businesses understand what their customers are saying, and what product features customers in different markets really want. This is especially useful in developing new marketing campaigns, new products that will sell or understanding potential problems and areas to improve upon.
Powered by NUS technologies
6Estates’ platform is powered by four technologies licensed from NUS, in the areas of advanced data, predictive and linguistic analytics. 6Estates has built upon these technologies and established various areas of technological competitive advantages:
• M3 Live – 6Estates is able to gather and analyse Multi-lingual, Multimedia and Multi-source data, in real time.
• Deep linguistic processing to accurately decipher digital conversations in English and Chinese languages.
• Automated and intelligent large scale data gathering, processing and analysis that requires minimal human resources.
This allows 6Estates to scale rapidly across multiple domains and offer predictive insights to preemptively identify events and entities before they become viral.
The technologies used in 6Estates are the results of many years of research at NExT. The NUS Industry Liaison Office, which is part of NUS Enterprise, helped patent NExT’s technologies, and assisted in spinning off 6Estates from NUS.
“We are pleased to see yet another spin-off emerging from Professor Chua Tat Seng’s laboratory at NExT. This demonstrates the market relevance and strong commercial potential of his research. As Singapore moves towards becoming a Smart Nation, gathering and analysing huge quantities of data resulting in new insights and actionable strategies will become critically important,” said Mr Sean Flanigan, Director, NUS Industry Liaison Office.
6Estates has already secured several major clients and partners, including Ogilvy & Mather China and Mediacom.
“As we seek to push the boundaries and explore new technologies that use social intelligence to make our work more impactful, the three-month pilot we did with 6Estates is very valuable for us. We believe that social intelligence plays a key role in truly understanding Chinese consumers. We need insights that are relevant in the now, reflecting the real-time nature of today’s media consumption behaviour and directly feeding into both the planning and the creative process,” said Mr Simon Usifo, Director, Digital Strategy, Ogilvy & Mather Advertising in Shanghai.
6Estates was co-founded in last year by four industry veterans and researchers: Mr Gary Chin, Dr Luan Huanbo, Professor Chua Tat Seng and Mr Roger Yuen. Together this team has a strong mix of marketing experience with knowledge in latest technological advancements. 6Estates is currently raising its Series A investment. It has already raised S$1 million in seed funding from co-founders, angels and grant funding from SPRING Singapore via the Technology Enterprise Commercialisation Scheme.
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About National University of Singapore (NUS)
A leading global university centred in Asia, the National University of Singapore (NUS) is Singapore’s flagship university, which offers a global approach to education and research, with a focus on Asian perspectives and expertise. NUS has 16 faculties and schools across three campuses. Its transformative education includes a broad-based curriculum underscored by multi-disciplinary courses and cross-faculty enrichment. Over 37,000 students from 100 countries enrich the community with their diverse social and cultural perspectives. NUS has three Research Centres of Excellence (RCE) and 26 university-level research institutes and centres. It is also a partner in Singapore’s fifth RCE. NUS shares a close affiliation with 16 national-level research institutes and centres. Research activities are strategic and robust, and NUS is well-known for its research strengths in engineering, life sciences and biomedicine, social sciences and natural sciences. It also strives to create a supportive and innovative environment to promote creative enterprise within its community.
This year, NUS celebrates its 110th year of founding together with Singapore’s 50th year of independence. As the island’s first higher education institution established by the local community, NUS prides itself in nurturing generations of leaders and luminaries in Singapore and Asia. For more information on NUS, please visit www.nus.edu.sg. Details on NUS’ 110th Anniversary celebrations are available at nus110.sg.
About NUS Enterprise
NUS Enterprise is a University-level cluster that provides an enterprise dimension to NUS teaching and research involving the University’s students, staff and alumni. The functions of the Enterprise Cluster complement the academic cluster of the University to nurture talents with an entrepreneurial and global mind-set. NUS Enterprise promotes the spirit of innovation and enterprise through Experiential Education, Industry Engagement & Partnerships and Entrepreneurship Support. http://enterprise.nus.edu.sg
6Estates was founded by data scientists and tech entrepreneurs to solve realworld challenges presented by the explosion of data on different digital platforms. Building upon years of research on big data analytics from NExT, a research centre established between National University of Singapore (NUS) and Tsinghua University of China, 6Estates develops state-of-the-art tools that can gather, analyse and predict digital signals about organisations, products, brands, people, location and events, to deliver real-time, deep intelligence to businesses to enable critical and time-sensitive decision making on marketing, product development, manufacturing and customer service. For more information, please visit www.6estates.com
• Singapore, Chinese Partners Spin Off Big Data Firm, Mr Web-Singapore,17 Aug 2015
• NUS and Tsinghua University partner to revolutionize data analytics, Adobo Magazine,17 Aug 2015
• NUS spins off data analytics startup 6Estates, Digital News Asia,18 Aug 2015
• Start Singapore, Straits Times,20 Aug 2015
• NUS-Tsinghua Extreme Search Centre announces new data analytics start-up named 6Estates, National Research Foundation Singapore, 24 Aug 2015