We begin our latest Adweek 25 update with a refresher on the complex formula used to devise the list, which features 25 of the most interesting marketing voices on Twitter. Edward Boches, chief innovation officer at Mullen and a charter member of the Adweek 25, has crunched some data in an effort to figure out who on the list is really influential. Something similar was once done with Klout scores. In short, we don't have a formula. You could argue this is lazy, but we think it's the best approach for several reasons.