Dive Brief: 

• Law enforcement data firm Relative Insight is expanding its client base to include brand marketers. 
• The data firm's comparative language algorithms that is created to root out criminals online, is now helping brands understand what people are saying about them online. 
• The complex algorithms are able to decipher nuances of language—phrases, linguistics styles, syntax, and grammar— that the go-to marketing tool word clouds are unable to determine. 

Dive Insight: 

When Relative Insight started its business, it probably had no intentions of getting into marketing, but the tool seems to be a perfect fit. While keywords and word clouds help identify when a particular word is used, it doesn't help brands understand the actual conversation. This data firms algorithms could open up a whole new world of information for brands.