Title	DOREMUS NETWORK ANALYSIS
Product/Service	PROPRIETARY NETWORK ANALYSIS AND COMMUNICATIONS PLANNING SOFTWARE
Category	A01. Innovation
Entrant Company	DOREMUS London, UNITED KINGDOM
Advertising Agency	DOREMUS London, UNITED KINGDOM

Name	Company	Position
Matthew Don	DNA	Chief Innovation
Owen Mcgregor	DNA	Chief Technology Officer
Josh Feldberg	DNA	Head Of Engagement
Anna Rickman	DNA	Planner
Chris Kurtz	DNA	Creative Director
Prof. Clement Levallois	EMLYON Business School	Data Scientist
Ed Broome	DNA	Lead Developer
Matthew Broom	DNA	Chief Commercial Officer
Carl Anderson	DNA	Chairman Emeritus

The Brief

For decades scientists have realized the power of networks - from tracing our lineage, to deciphering the mysteries of our planet - mapping neural pathways and ranking the web through search engine algorithms. Networks also have the opportunity to transform communications planning. Furthermore, big data has revolutionized the ability to generate insights to solve communications and business problems. As a big data network, Twitter users generate 500m pieces of content everyday. It’s an information network as well as a social network. This was our challenge – turning their network of big data into strategic insights for brand and communication planning - DNA, a proprietary SaaS platform, was our answer. DNA was developed by a small team of four, including a data / network scientist, two engineers, and a communications strategist. Development, time to market and successful proof of concept was just over a year. DNA is developed using Java and Microsoft .NET.

DNA solves age-old problems in understanding consumer audiences. It answers these by leveraging new data sources, software, and methodologies. It is planning software for revealing market insights for developing integrated business and brand strategies. It harnesses and enhances the Twitter platform through progressive and innovative technologies. Created for the use of brands, publishers and agencies, we use data and visualisation to inform how to tell our client’s stories. Tools exist that reveal social insights in social networks. DNA is the only software and service that reveals insights from the networks of social networks. It’s a shift from content to connections. It’s so much more than social listening, sCRM and social scoring. The software is unique to the market, a completely new application of a developed academic discipline – network science – applied to the communications industry. The insights revealed include audience analysis, influencer identification, community segmentation, and media mix mapping. Through mining the social graph of Twitter via their API, DNA leverages networks science, natural language processing, machine learning and pattern matching heuristics to visualise communication opportunities. It is a Software as a Service (SaaS) cloud based platform that generates results in real-time, from a host of inputs, including brand & product mentions, hashtags, emails, owned and competitor Twitter handles and other aggregated social audiences. The results are presented through an intuitive interface, dashboards and visualisations. Having developed proof of concept in a closed Beta with a number of clients, we are beginning to market and publicise the product and its capabilities. The next stage is to release the platform to agencies, brands and publishers as a licensed product with tiered data access. We developed and own the technology stack. DNA received seed funding from within the agency network.

There is enormous upside for the proposition. The short-term roadmap includes a number of enhancements, including: Twitter certified partnership Integration into Twitter Ads API as a platform for analysis of custom audiences and trends Integration of new data sources and 3rd party datasets In the longer-term we want to pioneer a new model for the industry. In adoption cycles of new technology inertia has to be overcome through education and proof. However, once acceptance has reached critical mass, the same technologies are seen as standards. It is our goal to take the industry there. There is potential to scale across the whole communications industry. The opportunity exists to create annuity revenue from licensing, and service fees from consulting. We are currently exploring options with Twitter on our shared roadmap. We aim to disrupt existing methodologies and create an industry-accepted model of brand and communication planning based on network science. We have completed a number of successful engagements for clients, including HP, Corning, Mars, Twitter, and others. Below are two sets of results from these engagements. One was an awareness challenge, the other lead generation.