Twitter makes the junction with analytics and KPIs
Twitter has acquired BackType, a social analytics platform that helps companies understand their social impact.
For Twitter this acquisition gives the ability to analyze its network of tweets. Twitter will help brands and agencies to understand the business impact of social media. Analyzing the mass of comments and tweets surrounding a URL from around the Internet, Twitter will be able to demonstrate the value of a single link. From a marketing perspective, marketers will be able to track what elements are influencing their successes, they can measure, the value of engagement, the reach of their tweets and content and other KPIs such as revenue, page views, sing ups, downloads, sales and more.
The financial terms of the acquisition were not disclosed, but it can be assumed that the value brought to the both companies is substantial. Twitter is now estimated at approximately $7 billion.
Additional resources
- Beal, V. (2011), Twitter Acquires Social Media Analytics Company
- Ovide, S. (2011), Twitter’s New $7 Billion Valuation, By the Numbers
Tags: KPI, Social Media performance, Twitter
