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October 27, 2015

Twitter rolls out analytics hub for brand tracking & insights

News: The tool extends Twitter's existing analytics suite for advertisers.

By CBR Staff Writer

Twitter has launched a new analytics tool that helps advertisers track brand conversations.

Dubbed Brand Hub, the tool helps advertisers rapidly understand their brand’s share of conversation, key audiences, and related trends.

The tool extends Twitter’s existing analytics suite for advertisers. With Brand Hub, users can see insights about their brand in several areas.

Twitter has developed TrueVoice, a new metric only available within Brand Hub to help advertisers track their share of conversation in real time.

The company said in a blog post, "We determine your brand’s TrueVoice by first analysing Tweets about your brand and those about your competitors. Then, we identify what percentage of these impressions your brand owns."

The Brand Hub also features demographic data such as gender, location, income levels and occupation types about people tweeting on a brand.

Twitter said it is currently making the Brand Hub available to large and medium advertisers in English-speaking countries.

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Earlier this month, Twitter rolled out Moments, a new feature which will show trending stories on various topics.

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