WPP strengthens social data capabilities

WPP has made a tie up with social data platform DataSift, which will run through all its agencies.WPP’s Data Alliance has tied up with social data platform DataSift, in a move that will enable its agencies to access data from the world’s major social networks on the latter’s platform.This means all WPP companies such as GroupM, Wunderman, Kantar, JWT and Cohn & Wolfe will have to access social data assets from more than 20 digital platforms, including Twitter, Tumblr and Facebook.Data Alliance supports WPP’s data business by enhancing access to data and data‐driven marketing applications, both internally and externally.DataSift is a platform that allows companies to aggregate, filter and extract insights from conversations on Twitter, as well as other social networks.DataSift’s social data can be connected with a variety of WPP data assets including TV viewership, research panels, purchase, and consumer data.“Social data has now become mission critical in developing business strategy, managing brands and understanding markets and customers,” said Rob Bailey, CEO of DataSift. “The DataSift partnership to power WPP’s agencies provides unprecedented access to social data, allowing WPP clients to understand audiences, brand engagement and campaigns more effectively.”