Sounds too good to be true, right?

Our other customers thought so too at first, so we collated some of the questions we get asked a lot to put your mind at ease. Including the comparison to Cambridge Analytica…


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Social Networks are not random. If you study the ones you can see, you can predict how the ones you cant see will work.

GDL’s data scientists have spent over a decade gaining a deep understanding of how online social networks work, the likes of Facebook et al.

Which means we can look through an organisation’s first-party data to see where similar behavioural patterns exist allowing us to shine a light on the geographies that matter the most.

And because it’s first-party data, we’re fully GDPR compliant.

A /

In short, no. Cambridge Analytica used social data to target people. We look at a business’s own first-party data, anonymise it and build our predictions in a GDPR compliant way.

We use a process called Network Science to infer where the activity is, not from snooping on peoples’ privacy.

A /

OK, let’s use the global pandemic to help explain.

The scientific community focused on the R number; That’s a measure of how the virus was moving through the population. Above 1 and it’s increasing below 1 and it will eventually die out.

Marketing is the inverse. You want your message to move organically and not die out, so an “R” of 1 or above.

Like the virus hunters trying to understand transmission to stop it, in marketing we want to understand transmission to amplify it.

Network Science is one of the tools that help us do this.

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Absolutely. Our tools do not track people but infer activity based on some clever work from our PhD bods.

We are experienced with working with the UK’s Office for National Statistics and producing GDPR compliant algorithms which is why we anonymise all data we work with.

A /

It’s a bit like chasing clouds!

How people are advocating on your brand will change based on where they are with your product or service and how it moves depends on the network that exist.

People typically have contacts in many locations from close to home with clubs, schools and work, or further afield again with work, education, family, etc.

We could go on but you get the point – we all know people in lots of places.

Depending on who passes the message on and whom THEY pass it on to – and on, and on, and on… remember that R number! – dictates where we go next.

In your recommendations you may see many locations stay the same for many months or they many change, it really depends on how and where your networks are forming.

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