We have some exciting news today so I’ll cut to the chase – Poptip will be joining Palantir beginning August 1.

Two years ago I made the decision to leave my senior year of undergrad at Notre Dame and found Poptip. I remember signing our first customer 2 months later and am now proud to say that Poptip works with nearly 60 brands – many of whom are among the Fortune 500 or some of the most prominent media brands in the world. The Poptip team has worked tirelessly to develop innovative technology that helps commercial companies process unstructured conversation data. And we’ve been fortunate enough to help quantify the voices of hundreds of millions of people through our products. Our work at Poptip was our first foray in real time data analysis. But we know we still have so much room to innovate and grow, and Palantir gives us the resources to do just that.

The ethos of our companies are highly aligned. Just as Poptip set out to transform the ways that companies use social conversation data, so too Palantir started with the intention to transform the way organizations use all of their data. Palantir’s work spans government, commercial, and non-profit. The company also prides itself on its strong work ethic that fuels its long term vision– just as we do here at Poptip.

At Palantir, we will continue to build innovative products for data analysis in the commercial sector that will be transformational for industries. Over the past two years Poptip has developed deep relationships with respected brands and has gained invaluable insight into their needs. We’re thrilled to be able to continue building products to help these companies as part of the growing Palantir team here in New York.

I’d also like to extend a truly heartfelt thank you to my team who is a second family, to our early customers especially our first believer Darren Rovell of ESPN, all of our investors and angels including Lerer Ventures, RSE Ventures, and David Tisch, our advisors including Emil Michael and Jared Hecht, and to the team at Brew Media Relations. Thank you all so much for the support; we are excited for the road ahead and what the team has left to accomplish.

Looking forward, 

Using Zipline, we analyzed conversation on Twitter about the 2014 All Star Game for 30 hours from 7/14/2014-7/15/2014 to understand key drivers of conversation around the event.

During this time, the All Star Game was mentioned over 105K times. 

Derek Jeter dominated the conversation with over 5,000 mentions of the phrase "last all star game."

People tweeted to thank Jeter for his contribution to baseball, using the hashtags #farewellcaptain, #RE2PECT, and referring to him as a #legend

Fans were sad that this was his last game, with another top phrase being "I can't believe it's Jeter's last All Star game."

Mad RE2PECT for Jeter in his final all star game. Got to grow up watching one of the greatest pic.twitter.com/3Hsrn0Br5J

— Jason Manis (@JasonManis32)

July 16, 2014

Watched Derek Jeter's last All Star Game, he's a prime example of how every athlete should carry themselves #RE2PECT pic.twitter.com/1yi4IfWFQ9

— taryn hiwalani (@taryn_atlee)

July 16, 2014

"Best All Star Game" was also mentioned over 350 times in conversation showing popular public opinion that this year's game was the best in history. There was also a lot of conversation around how the MLB All Star Game is the best out of any sport.

The Home Run Derby was mentioned over 1200 times, the majority of Tweets comparing player's performances in the two back-to-back events.

Yasiel Puig was frequently mentioned within this conversation, as he had no homers in the derby and 3 strike outs in the All Star Game 

Using Zipline, we analyzed conversation on Twitter during last night's episode of The Bachelorette on ABC.

Chris the farmer was the strong favorite on Twitter during last night's episode, with viewers tweeting how much they love him and that Andi is crazy if she doesn't pick him. Josh, who was the most popular contestant on Twitter during the season premiere, dropped to third most-discussed last night.

2 out of the final 3 contestants vying for Andi's heart were in the top 5 most-discussed contestants on Twitter during the season premiere: Josh and Chris.

Conversation about Chris and his big green tractor dominated the Bachelorette discussion last night. Viewers also expressed frustration that Nick got a rose while Marcus was sent packing, but tweeted their hopes that Marcus would be the next Bachelor.

Using Zipline, we analyzed conversation on Twitter around the NBA Draft. Almost 500,000 Tweets mentioned the draft during the live broadcast from 7pm ET - 12am ET on 6/26/14.

The NBA drafting Isaiah Austin was one of the top conversation points, with fans sharing their opinions that it was a “classy move by the NBA.”

Other top discussion points on Twitter included who fans’ favorite player in the draft was, and who they thought the best player was. Fans also debated the biggest “steal” of the draft, mentioning players like Cleanthony Early and KJ McDaniels.

Andrew Wiggins, Marcus Smart, and Shabazz Napier were the top-discussed players during the draft.

Using Zipline, we analyzed public conversation on Twitter about the QSR industry for 48 hours from 5/15/14 - 5/17/14 to identify key drivers of conversation.

Breakfast was the most-discussed meal category on Twitter when consumers talked about QSR brands. Consumers talked about breakfast 4.5x more than dinner and 3x more than lunch in the conversation.

Taco Bell breakfast was the most-discussed QSR breakfast offering in the conversation.

McDonald’s breakfast was the second most-discussed QSR breakfast offering. In most cases, no description was even deemed necessary -- the majority of the Tweets just said “McDonald’s breakfast” with at least one emoticon expressing how much they loved it.

McDonald's, Starbucks, and Chipotle were the top three most-discussed QSR brands overall during the time frame.

Consumers frequently expressed purchase intent and desire for QSR products in the moment, indicating opportunity for brands to capitalize on these moments and increase frequency of product consumption, for example by distributing offers and deals to these consumers.

168 people tweeted that they had “never been to Chipotle,” but the majority of these consumers wanted to try it.

“Starbucks sounds so good” and “need some Starbucks” were common phrases mentioned hundreds of times.

Using Zipline, we analyzed public conversation on Twitter about music streaming services including Pandora, Spotify, and SoundCloud for 72 hours to identify key drivers of conversation among music consumers.

Pandora was mentioned 1.4x more often than Spotify on Twitter during the 72 hour time frame of the analysis. 

When Pandora was mentioned, it was likely to be referenced as “my [genre] Pandora,” for instance: “my country Pandora.”

The top phrase about Pandora was about “Pandora being on point,” suggesting that accurate prediction is worth tweeting about. 

Conversation about ads was present for both Spotify and Pandora.

1.2% of Tweets about Spotify mentioned ads

2.3% of Tweets about Pandora mentioned ads.

While only 1.6% of all Tweets that mentioned #nowplaying during the timeframe also mentioned Spotify, the #nowplaying share functionality on Spotify generated 28% of all Tweets about Spotify. 

The types of music discussed in relation to specific music streaming services also differed. Spotify users tweeted about mainstream artists and tracks, while SoundCloud users tweeted about undiscovered artists and tracks. 

Using Zipline, we analyzed public conversation on Twitter about Pop-Tarts for 24 hours to understand key drivers of conversation about the brand.

Over 4,000 unique Tweets were sent mentioning Pop-Tarts during this 24 hour time frame. Breakfast was the most-mentioned time of day associated with Pop-Tarts consumption. 

Consumers provided insight into several new brand opportunities, including Double-Stuffed Pop-Tarts and Pop-Tart at-home mixes.  

Pop-Tarts consumers commonly used strongly positive language when discussing specific Pop-Tart flavors, indicating that Pop-Tarts has very loyal brand advocates. Consumers used language like “chocolate peanut butter Pop-Tarts are life” and “I operate on strawberry Pop-Tarts.” 

Strawberry, peanut butter, and blueberry were the most frequently mentioned flavors on Twitter.

Consumers commonly discussed rituals about how they prepare their Pop-Tarts. This indicates an opportunity for Pop-Tarts to focus on product rituals in messaging to encourage a stronger attachment to the brand and more frequent consumption of its products. 

Specific rituals mentioned by consumers included:

Putting peanut butter on unfrosted Pop-Tarts

Putting peanut butter in between two chocolate Pop-Tarts

Eating frozen Pop-Tarts

Making ice cream sandwiches with Pop-Tarts

The frosted vs. unfrosted debate was a common thread of conversation as well, with 54 unique mentions.

Using Zipline, we analyzed public conversation on Twitter and Instagram about the CPG food industry for 72 hours from 5/5/14 - 5/8/14 to understand key drivers of conversation.

Of the CPG food brands analyzed*, Oreo was the most talked-about on Twitter overall during the time frame.

3 of the most-discussed food brands on Twitter included Oreo, Cheetos, and Doritos.

Consumption habits of CPG food products were definitely worth tweeting about for social consumers, with consumers regularly tweeting that they were either currently eating specific products or wanted to eat specific products. They also shared behavioral details of how they interact with certain products, for example by sharing the quantity of certain products that they would consume in one sitting.

Ben and Jerry's consumers frequently shared these behavioral details, commenting that they would eat the entire pint or tub of the product in X amount of time.

Please teach me your wizarding ways, people who can make a pint of Ben & Jerry's last more than one day.

— Tony (@Tmoney68)

May 6, 2014

They also almost always mentioned a specific flavor when talking about the brand, with "Half Baked" the most popular flavor among consumers on Twitter.

Cereal brands were popular product lines to tweet about for consumers, with cereal brands highly mentioned across many of the CPG food companies analyzed. Frosted Flakes and Froot Loops were the most popular Kellogg's cereal brands on Twitter.

Impact of CPG Television Ads on Social Consumers

Only 3 CPG food brands’ television commercials got consumers talking on Twitter during the time frame, but none of the 3 were the most highly talked-about brands on Twitter overall of those analyzed.

Cheerios

Velveeta

Kit Kat

You can access the full Poptip CPG food industry report here.

Using Zipline, we analyzed conversation around the premiere of The Bachelorette Season 10 on ABC. Almost 80,000 Tweets were sent talking about the show during the live premiere from 9:30pm ET - 11:00pm ET.

Josh M., Marquel, Chris, Marcus, and Patrick were the most popular contestants on Twitter during last night's premiere.

Viewers commonly shared their opinions of the men on Season 10, saying “these guys are X,” with popular descriptors varying from “weird” to “hot” to “ridiculous.” Another top-discussed moment was Marquel giving Andi, the Bachelorette, a cookie tasting and mentioning that the “love of [his] life right now is cookies.”

There were also over 2,000 mentions of Eric Hill, with viewers expressing their condolences and sharing their affection for him.

Much of the conversation about top contestant Josh M. centered around the fact that he is the brother of former UGA QB Aaron Murray. 

Aaron Murray's brother, Josh is on The Bachelorette. Hope he doesn't come up 5 yards short of getting the girl.

— Auburn Jokes™ (@AuburnJokes)

May 20, 2014

Sad Realization: Aaron Murray's brother being on The Bachelorette is the closest thing we have to SEC Football right now 😣 Well played, ABC

— Chelsa Messinger (@ChelsaMessinger)

May 20, 2014

Dawg Josh made it to the next round #Bachelorette

— Henry McCloud Jr. (@StarfoxHMRB__26)

May 20, 2014

Using Zipline, we analyzed public conversation on Twitter and Instagram about Macy's and the department store industry from 5/7/14 - 5/8/14 to understand key drivers of conversation.

Fashion and NYC were top brand associations with Macy’s on Instagram.

13.5% of all posts tagged #Macys were also tagged #fashion.

11.6% of all posts tagged #Macys were also tagged #nyc, and 6.6% were tagged #newyork.

Gucci, Michael Kors, and Chanel were the top 3 brands associated with Macy’s on Instagram.

On Twitter, we analyzed all Tweets about Macy's that excluded links in order to understand the raw conversation happening about the brand.

There were almost 1,000 Tweets about Macy’s that did not contain links within the 24-hour time frame, or ~42 Tweets per hour that mentioned the brand.

The Macy’s jewelry commercial for Mother’s Day was a commonly discussed topic of conversation with 28 unique Tweets about the commercial in the 24 hour period, with the general consensus being that it was “the best ever”; “so cute”; “super creative”; “so funny.”

Macy’s was the most-mentioned department store brand on Twitter out of an analysis of 25 department store brands. Macy’s was mentioned 1.6x more than Nordstrom on Twitter (in Tweets without links).

Gifts and gift cards from department stores were worth tweeting about for consumers, with 128 unique Tweets mentioning one of the two.

Using Zipline, we analyzed public conversation on Twitter and Instagram about Round 1 of the NFL Draft on 5/8/14 to understand the main drivers of conversation about the event.

Leading up to the draft, Johnny Manziel dominated the conversation on Twitter.

7% of all Tweets in the NFL draft conversation in the three hours leading up to the 8pm ET broadcast were about Johnny Manziel

During the live broadcast of the draft (8pm ET - 11:45pm ET), Manziel conversation picked up even more.

20.5% of all Tweets in the NFL draft conversation were about Johnny Manziel

16.7% of all Instagram posts tagged #NFLDraft were also tagged with a Manziel-specific hashtag

The Texans were the most-talked about team leading up to the Draft, mentioned in 3% of all Tweets about the draft. The Browns were the most-talked about team during the Draft, mentioned in 5% of all Tweets about the draft.

2.5% of pre-draft Tweets discussed the walk-up music that the players were able to choose for the first time during the draft. Only 0.62% of live draft Tweets mentioned the music.

QB, corner, and safety were the top positions discussed during the draft.

  Xbox and Buffalo Wild Wings were the two of the most-talked about brands on both Twitter and Instagram within the NFL Draft conversation.

In the pre-draft conversation:

Xbox was mentioned 256 times on Twitter, with NFL fans discussing their excitement to be able to stream the live Draft through their Xbox via the NFL app

Buffalo Wild Wings was mentioned 151 times in the Twitter conversation as a popular venue at which to watch the Draft

In the live draft conversation:

Xbox was mentioned 234 more times on Twitter, and #XboxOne was tagged 14 times on Instagram when #NFLDraft was tagged with images shared of Xbox consoles connected to TV screens playing the draft

Using Zipline, we analyzed public conversation on Twitter and Instagram about the auto industry for 48 hours from 4/22/14 - 4/24/14 to identify key drivers of conversation.

Ford was the most-discussed auto brand overall in the Twitter conversation. On Instagram, BMW was the most-discussed auto brand in the #car conversation, and Chevrolet was the most-discussed auto brand in the #truck conversation.

The most talked-about 2015 car models among consumers on Twitter included the 2015 Ford Bronco, the 2015 Nissan Murano, and the 2015 Ford Mustang.

Consumers commonly discussed where they were in the car buying process on Twitter, frequently mentioning their purchase intent to buy a new car or look into a new car. Time-sensitive details like “today,” “tomorrow,” and “this weekend” were often included. “Getting a new car” was the most frequently used phrase expressing intent to purchase.

On Instagram, consumers typically tagged specific brands with their auto industry posts.

BMW, Audi, and Ferrari were the top 3 auto brand hashtags used on Instagram when #car was also a tag.

#BMW was tagged in 5.5% of all Instagram posts tagged with #car. 

Kia, Ford, and Toyota had the highest brand campaign awareness on Twitter

Kia’s television commercial was the only auto brand commercial that was discussed in the conversation on Twitter. There were 36 mentions of “Blake Griffin Kia” and 20 mentions of “Blake Griffin Kia commercial,” with the general consensus that it was a humorous spot.

Campaign slogans from Ford and Toyota were both in the top phrases, with "Built Ford Tough" mentioned 88 times, and "Toyota 'Get Going'" mentioned 26 times.

Using Zipline, we analyzed conversation on Twitter about A&E television shows for 48 hours to understand what drives conversation about specific programs.

‘Bates Motel’ and ‘Criminal Minds’ dominated the majority of the conversation on Twitter about A&E shows.

Based on the commonly said phrases identified below using Zipline, two topics worth tweeting about for viewers included real-time viewing habits and specific episodes.

Many of the Tweets about A&E shows followed a pattern of describing where in the process of watching a show someone was.

When a viewer began watching a new show

When a viewer was currently watching a show

When a viewer needed to catch up on a show

Another common behavior was for people to ask “should I watch X show?” This indicates a continuous group of potential viewers who can be activated to become fans of new shows.

BBC, CNN, and ABC were the most talked-about networks on Twitter. MTV, ESPN, and NBC were the most talked-with networks on Twitter. 

Top-mentioned TV Networks on Twitter:

BBC

CNN

ABC

ESPN

NBC

Top-mentioned TV network Twitter handles: 

@MTV

@ESPN

@NBC

@CNN

@bravotv

Using Zipline, we analyzed conversation on Twitter about Yoplait, Chobani, and the yogurt industry for 24 hours to understand key drivers of conversation about the brands and industry.

Over 11,000 Tweets were sent talking about yogurt during this time frame, with 1.5x more Tweets sent about Yoplait than about Chobani.

Product Consumption

Breakfast was the most-discussed time of day associated with Yoplait yogurt consumption by social consumers. This suggests an opportunity for Yoplait to expand its product associations with other times of day to increase frequency of consumption.

56% of Tweets that mentioned Yoplait specifically referred to the Yoplait Greek product, compared to 17% of Tweets that mentioned Chobani contained the word “Greek.” This could indicate that consumers already associate Chobani with Greek yogurt and don’t feel the need to include the descriptor in front of the brand.

Chobani Brand Connection

Out of all Tweets mentioning Chobani, only 33% contained direct @mentions of @Chobani, indicating opportunity to strengthen the brand’s social voice and presence on Twitter.

Regardless, Chobani social consumers appear to be very vocal about their love for the product on Twitter.

@christiee6 The best Flippin' way to wake up.

— Chobani (@Chobani)

March 26, 2014

oats and Chobani make getting out of bed a bit more bearable.

— shelbers (@shelbi_grant)

March 26, 2014

@ChrisGosselin29 We're honored. Let us know how that turns out, and we'll talk supply.

— Chobani (@Chobani)

March 26, 2014

Yogurt Industry

Chobani was the most-mentioned competitor in the Yoplait conversation. Fage was the most-mentioned competitor in the Chobani conversation.

In the overall yogurt industry conversation, frozen yogurt was the most-discussed type of yogurt product, with 1.5x more Tweets sent about frozen yogurt than about Greek yogurt in the conversation.

Last night’s NCAA March Madness Championship Game brought the “most wonderful time of the year” to a close, with UConn winning the title over Kentucky 60 - 54. Using Zipline, we tracked conversation on Twitter during live game play.

Kentucky trumped UConn on Twitter, with 1.6x more Tweets sent about the Wildcats than the Huskies during the game -- but UConn’s Coach Ollie edged out Kentucky’s Coach Calipari with 10K unique Tweets about Ollie, versus 9K Tweets about Calipari.

Brands that were top-discussed in the conversation included AT&T, Nike, and Burger King.

The top phrase in the game conversation was “second half team,” referring to both teams and fans claiming their team was a second half team. “James Young dunk” was the second most-mentioned phrase, with fans going crazy over how incredible it was. Most fans on Twitter were rooting for Kentucky, with 285 unique Tweets saying “hope Kentucky wins.”

The conversation about the coaches on Twitter differed greatly, with “love Kevin Ollie” receiving 88 mentions, but “hate John Calipari” receiving 38 mentions.

AT&T was the most-mentioned NCAA partner (and brand overall) in the March Madness conversation during the game with 500 mentions. Nike, though not an NCAA partner, took the #2 spot with 314 mentions.

Burger King and Capital One both had strong performances of their March Madness campaign hashtags. BK was mentioned 301 times, with 277 mentions of its campaign hashtag #WatchLikeAKing. Capital One was mentioned 176 times, with 170 mentions of its hashtag #KaCHING.

Most-mentioned brands within the March Madness conversation

AT&T

Nike

Burger King

Buffalo Wild Wings

Buick

Capital One

Coke Zero

Audi

McDonald’s

Infiniti

And looking back at the tournament overall since 3/18/14, Kentucky was the most-mentioned team, with UConn earning the #2 spot on Twitter. Dayton was the third most-mentioned team during the tournament.

Baseball is back, with yesterday’s Opening Day kicking off the 2014 MLB season.

Using Zipline, we analyzed conversation about Opening Day for 24 hours on 3/31/14.

Over 250,000 Tweets were sent discussing Opening Day.

The top-mentioned teams were the Reds, the Tigers, and the Cardinals.

The majority of top phrases in the conversation expressed happiness and excitement for the new season of baseball. “Opening Day should be a national holiday” was mentioned 625 times in the conversation.

The following two Mashable articles were circulated in the top phrases:

Explore Every Team’s Payroll in One Map

32 Songs to Celebrate MLB Opening Day

March Madness is now in full swing, with one week of games in the books and 16 teams remaining. There have been almost 1 million Tweets so far mentioning the tournament, with Duke currently the most talked-about team and Jabari Parker the most talked-about player.

Using Zipline, we analyzed conversation on Twitter since the first round of tournament game play on Tuesday, March 18. 

Brands benefiting from all the conversation on Twitter include MTV, Burger King, and Capital One.

“March Madness bracket” the top phrase in the conversation

With 12,916 mentions, “March Madness bracket” is far and away the top phrase in the conversation. People on Twitter commonly joked that they don’t even watch the games, but they always fill out a bracket. There were also jokes about no one filling out Women’s March Madness brackets.

Warren Buffet’s “billion dollar bracket” challenge (1,005 mentions) has come to an end with no winners, but he promises next year it will be easier.

MTV and Burger King: 2 brands winning March Madness on Twitter so far

Several brands surfaced in the top phrases of conversation, including MTV, Capital One, Reese’s, and Bud Light. MTV’s Musical March Madness has received almost 6K mentions, with people tweeting their votes as 64 bands and artists battle in bracket-style fan voting.

5.33% of all Tweets that mention Burger King also mention the March Madness tournament

Burger King still reigns as the top-mentioned NCAA brand partner since Selection Sunday with 2,977 mentions in the March Madness conversation. Its #WatchLikeAKing campaign hashtag has been mentioned even more with 3,060 unique Tweets.

Capital One, also an NCAA brand partner, isn’t far behind with 2,000 mentions.

Nike is another highly-discussed brand in the conversation with 1,706 mentions and 45 of the tournament’s 68 teams wearing Nike jerseys.

Duke the top-mentioned team, Jabari Parker the top-mentioned player

Duke is currently the top-mentioned team in the conversation, taking over Florida’s #1 most-mentioned spot from Selection Sunday. Duke’s Jabari Parker is the top-mentioned player on Twitter.