Part of my vision of Refleta was to bring in disparate data streams and use them to form a picture of the consumer. Once I realized that device data was difficult to get at (mainly because most of middle America still doesn't own many devices) I turned to social media data. Turns out there's a lot you can glean from a Facebook post or Tweet. To start, my team built a sentiment analysis engine and ran it against the post and tweets data we were granted access to by alpha testers. We were able to discern when testers were feeling sad, happy, angry, etc. even without the specific use of those words.
But that wasn't a novel idea. In fact, there is plenty of research out there that shows the language you use says a lot about you.
And now there's even more interesting work in the space. Check it out.