Email Data Source to launch Twitter monitoring tool

Email Data Source said it will reveal a Twitter monitoring tool on November 4 at the AdTech trade show in New York. The e-mail data analysis firm will incorporate the Twitter-measurement tool with its existing e-mail analytics tool.

The platform will be available to clients, with plans to market it to prospects as well.

Bill McCloskey, chairman, co-founder and chief evangelist at EDS, said the tool will enable marketers to measure Twitter's impact from the traditional brand marketing perspectives of reach, frequency and effectiveness.

Tweeters and re-Tweeters are, in a sense, broadcasters, added McCloskey.

“This will allow you to see who your most influential broadcasters are over time,” he said. “It puts the social media conversation back in traditional terms marketers understand.”

EDS will monitor how many people each brand message reaches, who are the most successful “rebroadcasters” of that message; the overall impact of the message and how it relates to the brand's Web traffic.

In September, more than 15,000 unique e-mail campaigns contained a brand's Twitter or Facebook sign-up page, according to EDS' data.

“We're always trying to understand what our customers are saying as well as what our competitors are saying to our customers,” said Gretchen Scheiman, partner and associate director for e-mail marketing at OgilvyOne. “This tool gives us the ability to understand both.”