DataSift's new API to make media agencies' data scientists obsolete

Human Data Intelligence company, DataSift, has unveiled its new Media Strategies API, that helps marketing agencies to access actionable intelligence from social data to inform their marketing strategy, media planning, and campaign development. The Media Strategies API is initially available as part of the PYLON for LinkedIn Engagement Insights platform, which provides organizations with advanced insights into the activities and interests of more than 500 million LinkedIn professionals. According to the company, by using the new API, agencies can quickly surface answers for their clients on the critical questions relating to building awareness, interest, and demand around a client’s product or service. DataSift’s Media Strategies API is part of a new generation of APIs, which apply and automate machine intelligence to surface the actionable intelligence that businesses need to make data-driven decisions. Interestingly, it does not need data science expertise or knowledge, and teams within agencies can type in keywords, select the audience segments required, and the Media Strategies API will do all the work for them. It creates predefined reports based on successful projects and best practice data science, including Natural Language Processing and machine learning, to get agencies the answers they need faster. “Marketers now want answers — not just access to vast pools of data or graphics showing vanity metrics. With such an overwhelming amount of data available, machine intelligence has a huge role to play in guiding people to answers, and our new Media Strategies API is built to leverage that,” said Jerry Ronaghan, SVP, Agency and Ad Tech, DataSift.
“This means marketers can focus on taking action based on what their audiences care about and more informed creative decisions can be made.”
For example, a company that sells Human Resources software could leverage the Media Strategies API to answer questions such as:
  • What personas should I be marketing to on LinkedIn? By analyzing and segmenting the different audiences that are engaging with and reading content related to HR technologies, the API can surface a ranked list of the audience segments that are interested in this product or category.
  • What content should I be creating? By surfacing ‘hot topics’ for HR professionals, the API allows marketers to apply insights to inform their content marketing and campaign strategies on LinkedIn.
  • What specific messaging should I use with different audience segments in order to be relevant? The Media Strategies API can provide personalization recommendations to help ensure that marketers use the right message with each customer group.
  • What audiences should I target using LinkedIn Ads? The Media Strategies API can automatically provide recommendations for targeting criteria to use in your LinkedIn ad campaign to reach audiences interested in your product.
Datasift claims that the result is that agencies spend less time analyzing the data, and more time focused on executing against actionable insights. The new API can also be easily integrated into internal media planning tools. In its limited release, it is being used by a number of innovative agencies such as VaynerMedia and Annalect and the company states that the API will be generally available in May 2017.

Abhinav Mohapatra

An author who has a keen interest for the ‘off-beat’ <!--more-->An author who has a keen interest for the ‘off-beat’, he has covered and explored multiple facets of the marketing, advertising

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