Please login to the form below

Not currently logged in
Email:
Password:

WPP to exploit social media data

Agrees deal with DataSift to access data from Twitter, Facebook and more

The communications group WPP is looking to take a leading role in social media data with the announcement of a new partnership with DataSift.

WPP will use its Data Alliance division to work with DataSift to access collate from 20 leading social digital platforms. All WPP companies will then have access to this data, which includes information from Twitter, Tumblr and Facebook.

WPP companies, including Cohn & Wolfe and Kantar, will be able to filter and contextualise social data through KBM Group's I-Behavior Zipline digital management platform, or DMP.

This tool provides key data from social networks, such as audience analytics and behaviour, to help companies expand the reach of their brand messaging through digital channels.

According to WPP, DataSift's social data can interact with a range of WPP data assets, including TV viewership, research panels, purchase and consumer data from around the world. This data can then be used for insight, audience building and brand tracking.

WPP described the partnership as 'another step in its strategic plan to infuse richer social data into marketing and analytics programmes across the group'.

Nick Nyhan, chief digital officer of Kantar and CEO of The Data Alliance said: “WPP is becoming a leading integrated data company in how we leverage data cultivated from multiple sources.”

He added: “This global partnership will give WPP companies the ability to harness social data and connect it to proprietary WPP data assets in ways that provide richer benefits to clients.”

Article by
Tara Craig

4th February 2014

From: Marketing

Share

Tags

Featured jobs

Subscribe to our email news alerts

PMHub

Add my company
W2O Group

W2O Group is an integrated marketing agency with expertise in brand and digital strategy, creative development and communications services. We...

Latest intelligence

patients
Retaining reader value in plain language summaries of clinical studies
Balancing the risk of misinterpretation with the public’s ability to understand simplified plain-language summaries...
Can we talk about the ego-bias and chemicals influencing your target audience’s behaviour?
Over the Summer, the Page & Page team became fascinated by two books on this very subject. Two books from one author, Dean Burnett, an eminent neuroscientist, lecturing at Cardiff...
Paris
Making Europe a leader in bioscience: boosting trust and opening minds
A vision of Paris as Europe's leading hub for life sciences innovation...

Infographics