Brand Hub: Twitter's new analytics tool helps advertisers track brand conversations

Twitter is expanding its analytics product with the launch of ‘Twitter Brand Hub’. Brand Hub helps advertisers understand their brand’s share of conversation across all advertising channels. “Brand Hub helps advertisers quickly understand their brand’s share of conversation, key audiences, and trends about their brand’s conversation,” Andrew Bragdon, product manager, revenue, Twitter, wrote in a blog post.   [caption id=“attachment_1973833” align=“alignleft” width=“380”]  Reuters[/caption] “This 360-degree, real-time view gives the brand the opportunity to learn, take action, and see the impact of their initiatives on Twitter,” he added. Brand Hub provides “a bird’s eye view into the impressions, engagements and mentions about brands with no additional set-up required to see the conversations around the brand. Additionally, this feature allows advertisers to see the demographics of the audience talking about their brand to add a personal touch to future content. Twitter said it has developed TrueVoice – a new metric only available within Brand Hub to help advertisers track their share of conversation in real time. The audience view displays “high-level” insights about the people actively talking about the brand on Twitter, including details about their gender, location, income levels, occupation types, and other key demographic attributes. It also highlights key influencers Tweeting about the brand. These details are derived from Twitter data and Twitter Official Partners, and are shown in aggregate to provide marketers with actionable insights while keeping individual user information private. This report helps them understand how people are discussing their brand on Twitter. Marketers can see how many impressions their brand received over time, how many Tweets mentioned a brand or product, along with the top phrases mentioned in conjunction with their brand. They can also see breakouts on key topics such as brand loyalty, purchase intent, and more. In case of a larger company with sub-brands, marketers can further segment the data by product or sub-brand. These insights help advertisers make informed and concise decisions for their paid campaigns on Twitter, the company said. There are two ways for advertisers to access these insights: When advertisers login to their ads dashboard, a link will appear under the Analytics tab that leads to Brand insights; and tor those without an an Ads account, you can navigate to brandhub.twitter.com. Users must be associated with the @handle for the specific brand. Brand Hub is now available to select large brand advertisers and medium-sized businesses in English-speaking countries.