The deal will see IODA’s sales data integrated with Next Big Sound’s social media tracking platform, giving IODA clients real time access to social media buzz alongside sales figures from the likes of iTunes.

IODA CEO Kevin Arnold said: “Next Big Sound has created a groundbreaking new application that taps social media to put valuable online data about fans into the hands of our artists and labels. By integrating this application with IODA’s sales analytics, our clients can adjust their marketing strategies in real time, prioritising what may be scarce resources accordingly.”