Marketers Mine Facebook, Twitter Posts to Duck Coke, Gap Snafus
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Jonathan Spier, chief executive officer of social-media analytics company NetBase Inc., had the chance to win multimillion-dollar contracts for his 25-person firm if he could answer one question: Why do men sport stubble?
The query, posed by a consumer-product company to more than 100 firms, had to be answered by mining millions of postings by men on social-media sites. NetBase’s software, which reads and analyzes 50,000 sentences a minute, helped it seal the deal.