There are currently over 200 million active Twitter users sending approx. 340 million tweets per day. This represents a prime opportunity for businesses to connect and engage with customers, building profile and advocacy to drive consumer action with integrated online campaigns (paid, owned and earned). – The problem for many marketing managers is that historically there’s been no real way to measure and determine the success of Twitter campaigns. – Typically the only metrics that could be measured were the no. of tweets you sent, no. of followers you have, and the no. of accounts/people you are following. – Fairly basic measures by todays standards for any advertiser hoping to gain insights on Promoted Products, and be able to report a return on investment.
The analytics tool, which is free to use, will now enable measurement and tracking of Follows, Unfollows, Retweets, Tweet Impressions (the total number of twitter accounts that your tweet reaches, including feeds through retweets), Click-throughs, and Engagement levels. – It will provide detailed analysis on follower profiling (demographics, interests, etc.), enabling advertisers to gain detailed insight on customer segments and enabling them to better refine campaign targeting. … And the click-through analytics will enable you to understand what type of tweets, content, profiles and promotional activity drives followers to link to, and engage with your website.
In addition to the Twitter Advertisers Analytics, socialmediaexaminer has provided a great list of 6 additional Twitter measurement tools in their blog Twitter Analytics Tools to Improve Your Marketing
Twitter are obviously on a big drive to monetise their business through paid advertising, which is great ! … given the real opportunity that it presents for businesses to develop deep insights with Twitter Analytics, – enabling you to really understand the profiling, behaviours and motivations of your customer base. This level of deep insight will enable businesses to deliver real customer value through developing compelling content and product propositions, – building brand engagement, advocacy, driving increased followers, new and repeat business … and Increased ROI !