Twitter knows that its bread and butter comes from Promoted Accounts and Tweets, but CDO’s want more in-house data than ever. With a large market of third-party tools growing bigger every day, Twitter released some additional analytics tools earlier this month.
Too bad it’s not enough for CDO’s.
The changes are a step in the right direction. The ugly dashboard has been redesigned and it’s easier than ever to see Retweets, Mentions, and Favorites without using a third-party tool like Hootsuite or TweetDeck. Plus, Twitter incorporated a new graphing feature that allows marketers to see changes in followers over time (which could be a nifty screenshot in the next status meeting).
But some of the other changes? They’re useful on paper, but the truth is that many marketing organizations have already been collecting that data using relatively simple techniques. For instance, now marketers will know exactly how many users clicked on links posted in tweets. This sounds like a cool feature, but the truth is that any website with Google Analytics tracking could gather the same information.
Redesigns about users’ demographics and locations look prettier, but that information has always been available to marketers willing to look. Another new feature shows common followers between you and the users you’re targeting, but most marketers already know that information because that’s how they created their promoted campaigns in the first place.
If Twitter wants to be really competitive, the company should start offering information that third-party platforms can’t match. For example, if Twitter started offering data in hourly increments rather than 6-hour increments, that would be a huge help to marketers who want to pinpoint changes in campaigns. Or if Twitter offered a service that tracked keywords or competitor’s activity, now that would be something proprietary.
Perhaps Twitter should ask CDO’s about their analytics wish list…