Sometimes, one of the tasks of a marketing person at a company, is to propose partnerships between their brand and another. This offers the opportunity of joint advertising campaigns (like Coca-Cola and McDonald’s), cause-based alliances (like Target and UNICEF), or even bundling products together — like the streaming deals that include joint Hulu and Spotify subscriptions.

But finding those partners isn't always easy. And determining whether your customers would be thrilled with an alliance or offended by it should be top of mind.

What if there were a measure of brand partnership potential? A score that would tell you which other organizations would make for great alliances.

That's what Pankhuri Malhotra set out to invent. She and her coauthor have published a paper in The Journal of Marketing called Leveraging Cofollowership Patterns on Social Media to Identify Brand Alliance Opportunities.

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Today in Digital Marketing is hosted by Tod Maffin and produced by engageQ digital on the traditional territories of the Snuneymuxw First Nation on Vancouver Island, Canada.