Social fingerprinting: Conversation analysis that drives marketing strategy

This paper describes 'Social Fingerprinting', a research methodology developed by IPG Mediabrands, a group of media planning agencies, for extracting insight from large datasets from Twitter, the social platform.

Social fingerprinting: Conversation analysis that drives marketing strategy

IPG Mediabrands Marketing Sciences

What it is

A Social Fingerprint is the visual output generated from our transformation of Twitter data. Each Social Fingerprint represents the unique pattern created by category or brand conversations. The Social Fingerprinting tool then enhances this 'macro-view' with granular statistical analysis – to produce a rich, insightful picture of the volume and structure of conversations.

There are two main types of Social Fingerprint (see Fig. 1):

  1. Category– used to investigate broad category conversations, and how a brand features...

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