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Mindshare Taps BlabPredicts to Better Plan Digital Campaigns

Adds to the media agency's real-time data outfit, The Loop

Photo: Getty Images

Mindshare has inked a deal with Blab to use the BlabPredicts system, which is designed to help brands understand social media conversations within 72-hour windows. The media company, with offices in London, New York and Singapore, has Jaguar, Nike, American Express, Nestlé and other big names as clients.

Using the system, brands will be able get a grip on where a topic—the forthcoming World Cup, as a possible example—is in terms of frequency and location (Facebook, Twitter, CNN.com, FoxNews.com, etc.). Theoretically, the data will enable Mindshare's team to better place ads as well as target specific phrases and images according to the stats.

"We don't want to work in isolation," Bob Ivins, chief data officer at the WPP-owned agency, told Adweek. "We want the creative to be informed with data: our data or data from someone else—we are indifferent. We are inviting creative [agency partners] into The Loop when that makes sense to bring a program together seamlessly."

The Loop is a Mindshare real-time social media initiative that the company launched prior to the Super Bowl. BlabPredicts, which analyzes words in virtually any language, is now being plugged into The Loop.

Blab, based in Seattle, is one of 35 data partners Mindshare has so far teamed with for The Loop. BlabPredicts boasts a 70 percent accuracy rate for helping brands know when to play on social media trends and for how long. It organizes the real-time stats in the following categories: size, velocity, channel and contextual relevance.

"Search and monitoring tools are only as good as a rearview mirror, and we all know that past performance doesn't guarantee future success," said Blab CEO Randy Browning. "Simply put, [our system is] the difference between making a decision on yesterday's clicks versus what will be important tomorrow to your target audience."

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