ADOTAS – Twitter has had analytics on the mind for a while, as Director of Communications Matt Graves said the company offers advertisers five dashboards for optimizing campaigns performance and garnering insight into follower behavior. The acquisition of in-browser SEM management toolmaker AdGrok was definitely a play to the analytics side as well, and now the microblogger has acquired social analytics platform BackType.
Originally a simple comment tracker, BackType released the premium version of its social monitoring service two months ago for brands, marketers and publishers. BackType will keep the free version of its service running, but will no longer take new clients for BackTweets Pro and discontinue operations in the near future.
According to the company blog, BackType will bring its tech and team to Twitter’s platform team, where they fill focus on developing tools for publishing partners. I’m pretty sure the technology will be implemented into ad products as well.