NEWS30 January 2014

WPP in global social data deal with DataSift

Data analytics News North America

US — WPP’s data practice, The Data Alliance, has struck up a global partnership with social media data company DataSift to source Twitter, Facebook and Tumblr data, among others, for the marketing services group.


DataSift’s data – sourced direct from the social networks – will be filtered into KBM Group’s data management platform, I-Behaviour Zipline, through which it “can be connected with a variety of WPP data assets including TV viewership, research panels, purchase, and consumer data from around the globe for insights, audience building and brand tracking”.

Nick Nyhan, chief digital officer of Kantar and CEO of The Data Alliance, said: “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.”