How we work
with data.

AI helps us collect and label. People decide what it means and write the final report. That stays the case as we grow.

How a report gets made

01 · Collect

Public posts, metrics and comments, plus your exported analytics or API data if you share them.

02 · Structure

We clean and organise the data so posts, accounts and time periods can be compared.

03 · Label

AI sorts posts by format, hook and topic, and comments by theme. Before any label reaches a report, it’s checked against a reference set labelled by hand.

04 · Test

Comparisons are tested statistically and corrected for multiple testing, so we don’t report patterns that are likely to be chance.

05 · Read and write

A human does the analysis, interprets it and writes the report.

06 · The “So what?” test

Every finding has to answer one question: so, what can you do with it? If it can’t, it doesn’t go in. We’re not here to find fun facts, only insights you can act on.

How we read the data

Two kinds of competitor.Your direct competitors, and the accounts competing for the same attention, even if they sell something else.

Honest about cause and effect.We compare posts and accounts in a structured way. Without a controlled test, that shows what goes together, not what caused what, and the report says so.

Not every engagement is the same.Followers are a vanity metric, likes influence an engagement rate way too strongly - as algorithms are changing we continue to refine our measurement techniques and the weight of different metrics.

What we don’t claim: we work with public data, plus your exports or API data if you share them. Where that data runs out, we say so rather than guess.

Data we use, and data we don’t

We use

Public posts and public metrics from the accounts in an analysis
Public comments, analysed in aggregate
Your exported analytics, if you choose to share them
For Channel Deep Dive and Channel Watch, an API connection to your account, if you choose to set one up

We don’t use

Private accounts
Direct messages
Passwords or logins
Profiles of individual commenters

About the API connection: you set it up yourself, through the platform’s own permission screen, and you can revoke it at any time. It gives us read access to your channel’s analytics. We never ask for your password.

We don’t follow people across platforms, and we don’t build lists of commenters. Creators and brand accounts with 5,000+ followers can be analysed and named for what they’ve published publicly, never for anything private. Commenters are only ever analysed in aggregate.

How long we keep it: raw comments are deleted 30 days after collection, or at delivery if that comes first. Raw data on competitor accounts is kept for up to 12 months.

For procurement and data protection

Data processing agreementOn request

Technical and organisational measuresOn request

Master services agreementOn request

Sub-processors and service providersSee the list →

Data protection officer: [email protected] · Everything else: [email protected]

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