Twitter acquires analytics startup

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Twitter acquires analytics startup
Twitter acquires analytics startup was acquired by Twitter, the social analytics startup said on its website. The company officially joined Twitter's revenue engineering team on April 16 to focus on developing analytics tools for Twitter's advertising and publishing partners, explained on a web post.'s analytics are designed to present to customers actionable data that can drive ROI. The company had previously performed analytics on Superbowl XLVI ads in which it ranked brands by total mentions, reach, ad spend and Tweets per minute. 

The acquisition is the latest in a flurry of activity in which Twitter has built new services specifically for brands. In March, the social network rolled out an ad service for small businesses. In February, the company launched Promoted Products for mobile app users, which made the service available to Twitter customers using Android and iPhone on-device apps. and Twitter did not immediately return requests for comment.


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