The game of thrones article talk about the application of data to marketing. How you can access a specific audience who you believe will be the target audience; from social media you are able to find what your target audience wants and how you can deliver. In the article they used through twitter #king linking it with a real life statue; and every time the hashtag was used the king would gradually get hung. This encorporated real life involvement no matter where you were in the world.
Brandwatch: is one of the worlds social media monitoring and analytical platforms, their technology gathers millions of online conversations providing chart tools to analyse them. Enabling brands to make more smarter, data driven business decisions. The company has won awaeds for its technology and renowed corporate culture. Brand watch is used by over 900 brands/ agencies.