Here’s what WPP says:
WPP’s Data Alliance and DataSift are forming a global data partnership enabling WPP companies to access data from the world’s leading social networks through DataSift’s platform. This partnership allows all WPP companies such as GroupM, Wunderman, Kantar, JWT and Cohn & Wolfe to access social data assets from more than 20 digital platforms, including Twitter, Tumblr and Facebook.
The partnership will provide WPP companies with the enhanced ability to filter and contextualize social data through KBM Group’s I-Behavior Zipline DMPTM. Through the Zipline DMP, DataSift’s social data 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. This partnership makes it possible to bring granular social data to products and services for WPP clients in 110 countries.
As WPP continues to focus on growing its new media and data investment management businesses, this partnership is another step in its strategic plan to infuse richer social data into marketing and analytics programs across the Group.
“WPP was already the leading integrated communications services company and is now becoming a leading integrated data company in how we leverage data cultivated from multiple sources,” said Nick Nyhan, Chief Digital Officer of Kantar and CEO of The Data Alliance. “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.”
“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.”
If I was a client would I be legging it down to Data Alliance (wherever that may be) or just scratching my head and planning for the weekend? WPP’s take on what we used to call media has morphed into something where you need a science degree just to understand the press release. ‘Math Men’ indeed.