Background & approach
By H2 2017, Twitter already had a wealth of econometric and conventional survey-based evidence to prove the platform's effectiveness. What was needed was something fresh and new to articulate how Twitter works to spread information and how advertisers can best leverage the platform for communication.
Our story propagation study has generated the first market-facing information propagation model of its kind – with help from IPG Mediabrands' Data team. The model is based not merely on volume, but on a range of other metrics and combines big data analytics with human-led meta-analysis in a truly innovative way.