Sony Is Targeting Influencers' Real-Life Friends

It's employing Pursway's system

Pursway claims it can tap into Facebook and other social nets to target email, direct mail and social media messages to the family and friends of influential buyers. Its platform, launched today and dubbed Pursway Connect, borrows machine-learning technology from anti-terrorism systems to scan and identify patterns while analyzing billions of pieces of data from open sources.

Sony Corporation of America is an early tester of the platform, and its vp of marketing, Steven Fuld, said the program is helping the electronics giant drive better conversion rates. 

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