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Twitter aims to further enhance its appeal to brands and advertisers by improving its analytics to more accurately reflect the true ROI of using the social network as a marketing medium.

Speaking at yesterday’s Carat Redefining Mobile event hosted in London, Bruce Daisley, Twitter UK sales director, told attendees the social network, or “interest network”, was constantly working to improve its feedback for brands.

“The analytics is something we’re working on… analytics that prove ROI, analytics that help prove the value of the traffic that we send to your site,” he said while fielding questions from the attendees.

He went on to add that the company wanted to show brands they were getting more than “just more followers” by using it as a marketing platform. 

During the course of his presentation, Daisley explained that 80% of UK Twitter users access it via their mobiles – this is compared to the global average of 60% – adding that Twitter sees 1-3% engagement rates with mobile ads on average.

He went further to present a case study showing a recent Wispa Gold Twitter campaign that saw an engagement rate of up to 25%.  

This comes just a month after Twitter CEO Dick Costolo told attendees at IAB Engage that his company was planning to enhance its interest targeting tools and also mulling content curation tools it will make available to third parties (nma.co.uk 25 Oct 2012).

“We believe that this interest graph is a very compelling way to target advertising,” he said. “I’m really interested in developing a set of curation tools for live events,” added Costolo.

Meanwhile, Mark Brennan, head of mobile at Carat, told new media age the weeklong Redefining Mobile event was aimed at putting mobile at the core of the media agency’s thinking when it comes to planning client campaigns. The series of events runs until Thursday with presentations from companies including Apple, Microsoft and The Daily Telegraph.

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Published 27 November, 2012 by NMA Staff

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