The acquisition will give the micro-blogging site access to the startup’s big data visualisation tool, which allows marketers to identify real-time patterns in streams of data. Twitter is planning to use the service for a series of upcoming text mining and data visualisation projects such as infographics and charts.
It aims to give brands the tools to learn what content people are sharing and how best to place adverts on its site.
No other details of the deal were provided, except that some of Lucky Sort’s team will move over to the micro-blogging site’s Revenue Engineering Department in San Francisco.
Lucky Sort launched two years ago to make data huge data sets “easier to analyse, summarise and visualise”, according to its chief executive Noah Pepper, by building “user-friendly” tools for analysis.
Twitter’s advertising business is relatively modest and it is hoped Lucky Sort’s services can help create a more effective proposition for advertisers that rivals Google and Facebook.
The fast growing social networking business, which has around 200 million users around the world, has been beefing up its ad tools in recent months. Last month, it revamped its keyword targeting and also purchased big data startup Ubalo.
Separately, Twitter’s chief executive Dick Costelo has reportedly resigned at director of its UK operations. The move is thought to be related to the dissolution of its TweetDeck business over its failure to submit tax records.
Are you interested in hearing more about how to make Twitter work for your brand? The digital company’s director for the UK Bruce Daisley will be speaking about it at this year’s Marketing Week Live. Click here to find out more details.