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Twitter Unveils Audience Insights Tool
Twitter has launched an Audience Insights tool, allowing users to analyse their followers and those who engage with their tweets; identify relevant audiences for campaigns; and view aggregate information including user demographics, interests and purchasing behavior.
In a blog post, Twitter Product Manager Andrew Bragdon gives examples of possible uses:- 'if you're running a campaign to increase awareness about a new cosmetics line, you can use this tool to learn about your potential customers on Twitter - the beauty products they've recently purchased, what fashion trends they're interested in and even TV viewing behavior... and identify the best segments to target within Twitter Ads'
- if you're an app developer and see that the majority of your followers use an iPhone, you can make sure your rich media is tailored for that device'.
Users can compare their audience profile with that of the overall Twitter user base, accessing the data through a dashboard interface. The firm ensures privacy by using only aggregated information, derived from Twitter data sources and data matched from its Marketing Platform Partners, the likes of Datalogix and Acxiom.
Twitter has recently been gearing up its advertising and targeting offer, buying cross-device retargeting specialist TellApart, a month ago, and shutting off its sale of Firehose data to third parties a year after its acquisition of one such company, Gnip, signalled its interest in developing its own technology and offer in the area.
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