Twitter is a unique platform to discover what’s happening, anywhere in the world, in real-time. Every day, news stories break, gifs go viral, and someone, somewhere, breaks the internet. Twitter covers all of these, with the latest news, reactions and conversations. The fast-paced nature of the platform poses an issue for our marketing: how do we predict the big news stories of any given day and serve these to users, showing Twitter is the best source for live content, no matter your interest?
Merkle created a multi-channel campaign management tool, using AI to drive personalised, coherent creative across the user journey, based on high-quality conversations happening on Twitter. We call this tool Magpie.