Twitter Head of Global Product Marketing Guy Yalif showed some fascinating applications of Twitter data, including how consumer sentiment can be tracked by Bluefin to determine which TV shows
Recalling a New York Times story from a year or so ago reporting on data indicating that Twitter has a biorhythm to it -- that people begin their day
upbeat and optimistic, but end it downtrodden and pessimistic -- so I asked Yalif if Twitter was beginning to utilize any of that data to help brands target consumers.
“We don’t, but it is something we love third-parties to do,” Yalif said, adding that some of the better examples he’s seen included a Jello campaign that sent samples of
Jello to people who were sad, and a “hedge fund” that traded on Twitter sentiment.
“They outperformed materially,” he said. “They have some
amazing secret sauce.”
No doubt, they are not tweeting it.