​NZ tech start-up signs deal to access Facebook topic data to lift digital brand performance

“Social media listening continues to grow globally as businesses and brands see the potential to gain insight into customer behaviour."

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Zavy, the first social and digital listening platform to be developed in New Zealand, has announced its agreement with DataSift to provide direct access to aggregated and anonymous Facebook topic data from the world’s largest social platform.

Terms of the partnership will see Zavy access previously unavailable aggregated and anonymised Facebook topic data from 1.59 billion active Facebook members.

As such, this allows a “full picture of consumers” in a social environment to be built across any brand, campaign, topic, event, or industry, in a privacy-safe way.

Insights are available to clients through Zavy’s online platform, enabling them to understand their brand’s performance in a digital world, improve campaigns and build relevant strategies for growth in a fast-changing digital environment.

“Social media listening continues to grow globally as businesses and brands see the potential to gain insight into customer behaviour,” says Antony Ede, Head of Development, Zavy.

“Zavy’s relationship with DataSift means for the first time we’re able to build a complete picture of how customers see brands.

“Rich insights can be drawn from what Facebook members are sharing and engaging with on the platform beyond official brand pages.

“We know that around 95 percent of all brand-related activity happens on people’s private Facebook pages, so the potential from the discovery of this data is really exciting and opens up a world of opportunity for businesses and brands.”

Through the partnership, Ede says Facebook topic data is aggregated, anonymised and analysed by demographic profile of users across 60 attributes to deliver rich insights into human behaviour and brand performance.

“DataSift’s goal is to give companies worldwide the ability to gain intelligence and real business value from the wealth of data now available to them,” adds Tim Barker, CEO, DataSift.

“With Facebook topic data, companies can gain a greater understanding of what audiences are sharing and engaging around on the world’s largest social platform in a privacy-safe way.”

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