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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/).