FROM THE BLOG

Twitter Taps Data Giant to Connect Dots Between Tweets and Store Purchases

According to the Datalogix findings, Twitter users who’ve interacted with the brands’ promoted tweets purchased 12% more of the brands’ products in stores. Users who had merely seen a promoted tweet — which comes at no cost to advertisers – purchased 2% more.

Now that advertisers are starting to spend real money on Twitter, the pressure is on to prove that those investments deliver tangible results. Twitter took a step in that direction today by announcing its partnership with the data giant Datalogix to gauge the impact of tweets — both paid and organic — on sales for consumer packaged goods marketers.

Datalogix and Twitter find the correlation between tweets and purchases by matching email addresses that have been scrambled — or “hashed” — to ensure users’ anonymity. Twitter users provide an email address when registering their account, and Datalogix collects emails through loyalty programs. (Datalogix has a similar deal with Facebook to connect users and their purchases.)

Twitter provides data sets consisting of users who’ve been exposed to a given brand’s tweets and ones who haven’t to Datalogix, which has a vast repository of purchase data. It can then use email matching to track how many people in those groups have recently purchased the brand’s product.

Read more from the source: adage.com

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