LinkedIn Gives Access to B-to-B Insights Through DataSift Deal
LinkedIn is aiming to give marketers new insights for reaching decision-makers on its platform through a deal with the social data firm DataSift, according to the companies.
The pact lets agencies and others access aggregated audience-level LinkedIn data through an API from DataSift that can be integrated with marketing cloud platforms and agency dashboards to better understand how people interact on LinkedIn — what they share, what they read and what they click.
Dentsu Aegis Network agency Motley, which does content marketing for b-to-b advertisers, is among the clients using the LinkedIn data through DataSift. The firm creates look-alike models for targeting branded content based on online behaviors of specific types of executives, and has used the LinkedIn data to enhance those personas.
