Last year at SXSW the Whit.li API was just released. It allowed to check compatibility of two people based on the analysis of their social media profiles, and the target companies to use this service where collaborative consumption sites like AirBnB (video of last year's interview with Andi Gillentine here http://youtu.be/6wwKEg3iHzI .)

Starting at SXSW with the release of the API, they learned that the people who were really interested were brands, advertising and media companies, in order to understand more deeply who are the people engaging with their brand.

The Whit.li team also learned that implementing an API is very difficult for large companies, because of their decision making process. So they decided to build a marketing application that uses social data to do market research for companies.

What they do is segment the followers based on five personality traits and add information about each character (Daring, Sophisticated, Wholesome, Rugged, and Reliable), for example the TV shows that they like. This is where the magic of Whit.li is: you have a personality segmentation that allows you to tailor the advertising placement and content based on the personality of your target audience, not just their age, gender, education, etc.

Check out Whit.li at http://www.whit.li

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