Great Expectations: The Potential of Social Data

Since the dawn of the social media age heralded the ability to quantify interactions, the opportunity to withdraw analyzable, actionable data from word-of-mouth marketing has been the holy grail for digital advertising professionals. Alas, to many this seems a fruitless quest, especially when challenges such as extraction appear insurmountable thanks to the data-hoarding efforts of platform providers. Still, brands and agencies are making progress while forthcoming APIs suggest a brighter future. Deep Focus’ Ian Schafer and a guest examine the ever-increasing potential of social data and how it could upturn the status quo in digital advertising.