DataSift’s data – sourced direct from the social networks – will be filtered into KBM Group’s data management platform, I-Behaviour Zipline, through which it “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”.

Nick Nyhan, chief digital officer of Kantar and CEO of The Data Alliance, said: “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.”