Targeting Deal for Networked Insights and Twitter

Madison, Wisconsin-based Networked Insights is partnering with Twitter to provide new levels of insight and analytics based on the latter's recently launched Audience API.

Networked Insights has been given 'unparalleled access' to the API, the partners said, to allow its analytics tool Kairos Audience Insights to provide superior audience understanding and targeting. Kairos - not to be confused with the UK-based predictive analytics company of the same name - uses proprietary technology to analyze and extract consumer demographics, interests, emotions and intent in real-time.

Brian Johnson, SVP Strategy and Operations at Networked Insights says marketers need to look outside 'conventional' targeting metrics - demographic and even psycho-graphic - to connect with 'exactly the right person at the right time'. He explains: 'So, instead of taking broad strokes and targeting millennial females, for example, they can focus in on people who fit unique criteria - whether it's that they happen to love baseball, eat gluten-free cereal, shop at Target or have children. Or, more likely, that they fit a unique combination of any of these or more than 15,000 classified descriptors that make up a person. That's targeting in hi-definition'.

Web site: www.networkedinsights.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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