Porter Novelli will integrate Crimson Hexagon’s platform, which was developed by Harvard University’s Institute for Quantitative Social Science, into its 100 offices in 60 countries around the world

Brad McCormick, Porter Novelli’s executive vice president for digital, said: “We believe that social media metrics are a critical practice area. Combined with internal social media expertise and deep relationships with relevant influencers, Crimson Hexagon can provide value above reach and frequency analysis. Our client teams have another critical tool in the tool box to help understand this quickly changing space.”

Crimson Hexagon’s system works by “identifying patterns in the ‘forest’, rather than diagnosing individual ‘trees’”, which it claims results in “faster, less labour-intensive, more accurate understanding of what the online conversation really means for a brand”.

Gary Stockman, Porter Novelli’s CEO, said: “This approach builds on our agency’s research heritage and fits perfectly with today’s need to cut through the clutter and interact more effectively with stakeholders who can influence behaviours, sell products and shape reputations.”