WPP’s data division, The Data Alliance – which includes companies such as KBM Group, GroupM, Kantar, WPP Digital, JWT London and Cohne & Wolfe – has signed a global partnership with DataSift, enabling the six agencies to access data from the world’s leading social networks through DataSift’s platform.
The deal will provide the WPP companies with a raft of new data streams, including TV viewership, research panels, purchase, and consumer data from around the globe for insights, audience building and brand tracking.
As WPP continues to focus on building its data business, the partnership will, according to the company blurb, allow it “to infuse richer social data into marketing and analytics programmes across the group”.
The Data Alliance chief executive Nick Nyhan, who is also chief digital officer of Kantar, said: “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.
“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.”
DataSift chief executive Rob Bailey added: “Social data has now become mission critical in developing business strategy, managing brands and understanding markets and customers. 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.”
WPP boss Sir Martin Sorrell (pictured) has been a long-term advocate of the power of data, recently declaring “we are now Maths Men not Mad Men”.
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