In the vast expanse of social, data can be so plentiful it can slip like sand through your hand. Harvesting the correct data is as precious as surfacing spring, drawn straight from the desert winds of user interaction. Sorted under an open sky, ordered by the natural laws of the universe. Distilled through universally true filters, concentrating the essence from the great data dunes into the purest spice: ‘social data’, ready to guide our hand in the endless war for targeting supremacy.