Brandwatch x Trajaan Masterclass, London: 4 Things Brands Took Away

Last week in London, our partner Brandwatch hosted a packed masterclass bringing together marketers, strategists, and insights leaders. Trajaan’s CEO, Matthieu Danielou, joined on stage to show how Search Intelligence helps brands see what people really want and answered a flurry of audience questions live.

Search Intelligence = What Consumers Intend to Do Next

Matthieu’s key point: If 83% of journeys start with search, then search data is the purest signal of demand.

Why it matters:

• Searches are unfiltered and geolocalized, offering unmatched insight into category size, brand equity, content priorities, and emerging trends—long before they appear in sales data.

• Trajaan turns this search intent—spanning informational, retail, social, and GenAI search—into actionable decisions for marketing teams.

What we Showed Live: From Questions to Quantified Opportunities

The session showcased how Trajaan’s platform defines markets, builds AI-driven brand lists, scales data, and delivers real-time trend and share-of-search insights through dashboards and reports.

Audience favorites were:

Trend detection & forecasting that isolates fast-rising attributes inside a category (e.g., ingredients, styles, formats).

Brand equity tracking that separates national vs. city-level momentum perfect for evaluating media and retail activation impact.

Content & CX opportunity tables that rank unanswered questions and pain points by business value.

Why This Partnership Works?

Brandwatch reveals why people talk; Trajaan shows what they intend to do next—together helping teams move from social insight to market validation and purchase intent.

Outcome: Clearer go/no-go decisions on trends, smarter content roadmaps, and faster post-campaign readouts at both global and city levels.

How Trajaan moves the metrics that matter

When teams plug Search Intelligence into their insight stack, three outcomes show up quickly:

• Prove media impact and spend smarter

By tracking branded and category search shifts, marketers can pinpoint true consideration lift, optimize budgets by region, and drop tactics that don’t drive intent.

• Find the attributes that convert

Search data shows what buyers want, and Trajaan ranks these demand drivers to guide product, stock, and promotion decisions.

• Ship the right content—and reduce support load

Every “how do I…?” query becomes a content brief—Trajaan clusters these to guide help articles and CX improvements, cutting support volume.

Across industries, it helps teams spot real demand, optimize campaigns, and focus resources where growth is proven.

Conclusion

Brandwatch’s London masterclass proved the power of the partnership:

• Brandwatch uncovers the why behind social conversations.

• Trajaan validates what’s next through search intent.

Together, they give teams a clear playbook to:

• Prove media impact with real demand data.

• Identify conversion-driving attributes and optimize content.

• Reduce support load through smarter, search-informed content.

The outcome: faster, evidence-based decisions—from trend bets to budget shifts—rooted in true consumer intent.