The insights generated by the platform include – network visualization; community segmentation; influencer identification & classification; demographic analysis across multiple dimensions (including age, gender, education, income, geography, interests, brand affinity and media consumption); and content analysis (assets, keywords, hashtags, links and mentions). Unlike existing platforms, DNA generates unique communications insights from connections and content, rather than just content.

We have built a number of proprietary algorithms and a product that is scalable to solve problems across different industries and categories. The platform offers the widest breath of insights across social data of any product on the market.

In particular, DNA has a highly original, data-science solution to identifying influence.

Being influential is not about the number of followers you have, or the amount of content that you produce, or a high ‘social score,’ like Klout... Based on Social Network Analysis (SNA), DNA influence is not a black box. Instead, it is algorithmic-based ranking that is highly contextual and relevant. It is an objective measure.

DNA provides insights in real-time across geographical, psychological and demographic segmentation. It mines millions of connections and pieces of content before parsing the data in automated insights.

The platform enhances native Twitter data in new and compelling ways by augmenting it with other social data. It aggregates, algorithmically segments, classifies, and stores social graphs in a cloud-based data warehouses for analysis, interpretation, and planning.

Does Twitter really give a true representation of influence and authority?

Yes.

Twitter differs from many social networks in the nature of its bidirectional relationships (following vs. followed), and the fact that all influencers online and off have a presence on the platform.

Twitter is the largest public structure/collection of real-time information. It has become as much an information network as a social network, it is a proxy for real-world structures and the communications tactics revealed through DNA apply to all marketing tactics, not just paid social.

DNA informs targeted communication planning via Influencer Identification & Segmentation; Audience Analysis; Understanding Category Themes; Content & Message Development; Media Planning; Social Media Strategy & Community Management; Product & Service Development; and Competitive Monitoring.

DNA started with a unique idea that was conceived, designed, developed and built into an innovative platform.

Product and consulting has generated $11m in fee revenue and operated at 17% margins.

DNA has completed a number of engagements with brand and sales objectives for Fortune 500 clients including HP, Nissan, Adidas, J&J, Microsoft, Visa, 3M and Budweiser, amongst others.

• Results from campaigns have shown DNA custom segments considerably outperform Twitter’s native targeting, with one geo-targeted political candidate campaign generated 8.6% CTR.

• One lead generation campaign for high-end workstations achieved 4,000 product leads ($0.02 per lead), at 11:1 ROI.

• Results from awareness campaigns have been equally impressive. One campaign achieved an increase of 66% in peer advocacy in the tracking study with an increase of 200% in unaided awareness. While another gained a lift of 154% in unaided awareness in millennial men aged 18-34.

Further results are available upon request.