Social Chain Data will offer clients insight based on shared online data –  it will conduct audits of a brand’s social landscape, listen to what its customers say online, track brand perceptions, monitor competitor activity, and track emerging consumer trends.

In addition to social media, the new division will also interview people, to get a clearer understanding of their consumer interests.

Social Chain currently has a social publishing division, Media Chain, giving it access to 80m fans on social media, segmented into categories including fashion, food, travel, education, sports and gaming.

McVal Osborne, head of data at Social Chain, said: “Gaining social-first insights has become integral to the decisions that we make and the data captured through social media is forever changing how brands operate, both online and offline. This is incredibly useful information, but few know how to gather it, process it, and put it into action. Which is why we’re launching Social Chain Data. As the agency continues to use data for our own decisions, we wanted to offer this to our clients and give them a better understanding of the customers.”