Dive Brief:
- Twitter introduced an upgrade to its analytics that offers marketers deeper insight into audiences.
- Dubbed "Audience Insights," the tool provides a glimpse of an audience's demographics, interests, lifestyle, purchasing behavior, TV-viewing preferences, and mobile carrier and device usage.
- In a blog post, Twitter Product Manager Andrew Bradgon said the enhanced feature will be useful to advertisers looking identify new and existing customers.
Dive Insight:
Twitter mines its data sources and from among its Marketing Platform Partners, matching them for the enhanced analytics. Audience Insights is the culmination of Twitter's continued progress in opening up third-party data to the platform.
The new feature is available to all advertisers in the U.S.. (Twitter says it plans to roll it out more broadly in coming months), but it could also help with a brand's organic expansion. The tool not only offers feedback on audiences, but also suggestions on what kind of media is most likely to reach the target audience.
"Based on this information, you can identify the best segments to target within Twitter Ads, along with which creative -- such as a Vine or video clip -- your audience will find most compelling," Bragdon said.
