Twitter said Brandwatch’s social analytics added a level of business intelligence to Twitter data in real time, helping users identify influencers, customers, trends and key conversations.

Meanwhile, Brandwatch’s selection into the social messaging site’s program would allow it to accelerate the introduction of Twitter-specific analytics for its customers, according to the provider.

“We work with some of the world’s biggest brands, who look to our Twitter analysis to help manage their brand reputation, inform product development and better serve their customers,” added Giles Palmer, CEO at Brandwatch.