So this is the demo of Looking Glass that Stephen Kim gave at Advertising Week in New York a few days ago.

A few hours before I’d published a post about the code-named LookingGlass which outlined its features, but more importantly that it’s a proof-of-concept and just one of a number of projects teams at Microsoft are working on to really start making sense of all the data available within the social media space and make it actionable.

I interviewed a few folks after the presentation and the reception was great. What agencies and advertisers alike were excited about was the ability to layer external data on top. So using APIs you’ll have the functionality to add in call centre numbers or sales information to really knuckle down and spot trends or potential pitfalls that you can then do something about, and quickly!

We’re excited about the great coverage on ClickZ, AdAge & TechCrunch and from Andy Beal and I know Jamey and Marc will relish more of your thoughts!