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WPP's Wunderman has its own text-mining tool called the Listening\nPlatform, which it has used for a number of clients including\nMicrosoft. Slavi Samardzija, senior VP-insights and optimization at\nWunderman, said the agency has used it for research, identifying\ninfluencers, acquisition, micromessaging, microtargeting for CRM,\nstructuring ad programs and product innovations as well as locating\nbarriers to purchase. Wunderman clients using the Listening Platform\nget weekly reports highlighting key changes in language that are\ncustomized for the business groups most affected.