96 Kellogg Insight While there are currently commercial tools that track conversations and influencers, none of them really reveal how they are arriving at their results. In contrast, Cutler is very open about the algorithms she uses. “These are algorithms that we’re publishing in journals, and so they’re pretty transparent and shockingly not very complicated. The real inno - vation here is that instead of trying to generate all of these difficult-to-ob - tain training data to build a model, we’re finding sources that users are already providing,” says Cutler. Cutler hopes as social-media data mining becomes more accessible to marketers, it will allow them to gain deeper insights. “As we develop these new techniques, it can start to open the door to new types of questions that marketers can ask that they haven’t been able to ask before,” she says. Based on research from Jennifer Cutler