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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

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