Social Data: Making Marketing More Transparent

Opinion: Being able to gauge consumer sentiment quickly and effectively, in real-time, offers immense value

People still tend to think of the data gathered by companies like Nielsen and comScore as the information that drives most marketing decisions, whereas social data is still very much seen as being useful only for social media marketing initiatives.

Whether this is still the case, however, is up for debate: People spend so much of their time on social media that, more than ever before, platforms like Facebook, Instagram and Snapchat are becoming graphs of consumer preferences and interests.

Meanwhile,

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