Twitter has launched an upgrade to its analytics tool, offering marketers more information about audiences on the social communications network.
Called “Audience Insights”, the dashboard provides an aggregation of user data that includes demographics, interests, purchasing behavior, television viewing behavior, lifestyle, and mobile footprint.
With audience insights, you can easily discover valuable insights about your followers and the people who have engaged with your organic Tweets. You can also identify new, relevant audiences to target for an upcoming campaign.
The enhanced analytics, Twitter said, will help brands improve their paid and organic strategies on Twitter. It should be especially useful for advertisers, as Twitter product manager Andrew Bragdon explained in a blog post.
For example, if you’re running a campaign to increase awareness about a new cosmetics line, you can use this tool to learn about your potential customers on Twitter — the beauty products they’ve recently purchased, what fashion trends they’re interested in and even TV viewing behavior. 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.
You can also use audience insights to learn more about your followers and the people who engage with your Tweets, and then tailor your targeting and content accordingly. For instance, if you’re an app developer and see that the majority of your followers use an iPhone, you can make sure your rich media is tailored for that device.
Another great feature is the ability to compare audiences. For example, you can see how information about your followers indexes against Twitter’s audience.
Audience Insights is accessible for signed in users from ads.twitter.com (click on the “Analytics” menu item and select “Audience Insights”) or analytics.twitter.com (click on the “Followers” tab).