DART taps firm to 'mine' social media data

Dallas Area Rapid Transit (DART) has awarded a two-year contract to AlphaVu LLC for "mining" the transit agency's social media data.

Combing through this kind of data helps transit agencies better understand brand and service perceptions, as well as how to improve return on investment and executive strategic decision-making, AlphaVu officials said in a press release.

"There's so much information out there that public agencies must harness in order to be agile and efficient in the modern data age. The old tools and methods just can't cut it anymore," said AlphaVu President Scott Wilkinson.

The contract marks the first of its kind in the transit industry, according to AlphaVu.

"DART understands that the line between communication and market research is disappearing," added DART spokesman Morgan Lyons. "Every time we communicate, we have the opportunity to learn something about our customers and community that will help us be more effective while continuing to be more efficient stewards of taxpayer funds."