Twitter launches Brand Hub analytics

Yesterday Twitter unveiled the expansion of their analytics products with the launch of their ‘Brand Hub’.

Primarily a tool for Twitter advertisers, the Brand Hub is more focused around the audience’s broader conversations surrounding different types of products and brands. Rather than focusing entirely on specific advertisements or campaigns, this information will help businesses see exactly where they need to boost their visibility with ads.

Broken down by demographics (gender, age, location, job and income), the tool gives marketers invaluable data containing the conversation and audience types surrounding brands and their competitors. Included in their launch is the release of a ‘TrueVoice’ metric — represents how much social media conversation is dedicated to one specific brand, compared to their competition.

Brand Hub
Twitter stated, “we determine your brand’s TrueVoice by first analysing Tweets about your brand and those about your competitors. Then, we identify what percentage of these impressions your brand owns.”

Note: Twitter says the demographic data is aggregated and keeps information about individual users private.

For more information surrounding Twitter Brand Hub: https://blog.twitter.com/2015/introducing-twitter-brand-hub

Written by Georgina Dunn

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