WPP advertising group improves social media management with Datasift

Enables the company to filter and contextualise social data

The WPP advertising group is improving its social media management with Datasift to support agencies such as Ogilvy and Mather, Young and Rubicam and JWT.

The new system will allow WPP companies to access data from the world's leading social networks and tailor it to aid campaign planning and other operations.

The move will provide WPP companies with the enhanced ability to filter and contextualise social data through its KBM I-Behavior Zipline DMP system.

Through this platform DataSift's social data can be connected with a variety of WPP data assets, including TV viewership, research panels, and purchase and consumer data from around the world, for insights, audience building and brand tracking.

"WPP is now becoming a leading integrated data company in how we leverage data cultivated from multiple sources," said Nick Nyhan, chief digital officer of WPP's Kantar subsidiary and CEO of The Data Alliance, WPP's big data and analytics operation.

"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," said Nyhan.

Last year, market research and data analysis company Kantar began a major two-year project to consolidate its UK and US data centres and move the majority of its applications into the public cloud (http://www.computerworlduk.com/in-depth/cloud-computing/3469913/research-group-kantar-embarks-on-major-public-cloud-migration-project/).

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Un-complicating multi-channel marketing: 5 actionable steps

There’s so much choice available that customers can pick and choose who they buy from and where, when, and how it happens. They want to discover, research, evaluate, and purchase on their preferred channel. Give them that option, and they’re more likely to choose you. That’s the whole point behind the multi-channel approach.

Aaron Agius

Co-founder and managing director, Louder Online

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

It’s excellent aiming to resurrect the complete within the hearts and minds of connected customers, moreover because the terribly relevan...


CMO Interview: How Kodak’s global CMO is bringing the brand back from the brink

Read more

Great to see ActiveCampaign's growth funded with some serious money.As a platform, it's up there with the usual suspects in terms of feat...

Lawrence Ladomery

CMO's top 10 martech stories for the week - 13 October

Read more


Kerry Edwards

Open Colleges taps into social for better student interaction

Read more

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Latest Podcast

More podcasts

Sign in