NEWS7 April 2011

Twitter promises brands new insight into followers

Data analytics North America

US— Twitter is ramping up its analytics capabilities with a new ‘Follower Dashboard’ that promises to help brands understand their audiences better.

The dashboard was annouced at the Ad Age Digital Conference by Twitter’s president of revenue Adam Bain. He said: “This product is designed to answer the question that we’ve heard from marketers: Who are my followers? Now, marketers can understand their audience and react better to that audience by refining their campaigns.”

It will be made available to marketers who buy promoted tweets, trends and accounts, and allows for analysis of retweeting, follow, unfollow and clickthrough activity based on a users’ sex and location.

The ‘Follower Dashboard’ builds on the capabilities of previously announced analytics products.