Dive summary:
- Twitter has announced a partnership with data giant Datalogix that will help the social network gauge the impact of tweets, both paid and organic, on sales.
- To determine the correlation between tweets and sales, Twitter provides "scrambled" email addresses to Datalogix, who then matches it up to their huge data repository of purchases; Datalogix then uses the emails to see how many users have recently been exposed to a certain tweet and how many made a purchase.
- Going forward, Twitter hopes to be able to offer this purchase data as a service.
From the article:
"According to the Datalogix findings, Twitter users who've interacted with the brands' promoted tweets -- meaning they've taken an action like replying to it or retweeting it -- purchased 12% more of the brands' products in stores than the control group. Users who had merely seen a promoted tweet -- which comes at no cost to advertisers, since Twitter doesn't charge for impressions -- purchased 2% more."