Twitter Analytics No Longer An Afterthought With Smallthought Buy

Thursday, June 10th, 2010

Leena Rao currently works as a writer for TechCrunch. She recently finished graduate school at the Medill School of Journalism at Northwestern University, where she studied business journalism and videography. From 2004 to 2007, she helped lead Congresswoman Carloyn Maloney’s community outreach and relations efforts in New York City. She graduated from Columbia University in 2003, where she was... → Learn More

Twitter just announced the acquisition of Smallthought Systems, an analytics startup that helped the microblogging site create its online internal network based off of DabbleDB. Terms of the deal were not disclosed.

While Twitter had worked with Smallthought on the Dabble project, the startup caught Twitter’s eye with the creation of Trendly, an tool that helps web sites distinguish signal from noise in their Google Analytics data. Twitter started using the service and realized that it would make an complimentary addition to their analytics team in terms of both talent, and technology.

Analytics are a part of Twitter’s monetization plan, as the post indicates that the analytics team will be focusing “on integrating ideas from Trendly into our current tools and building innovative realtime products for our future commercial partners.” Clearly Smallthought will help boost any in-depth analytics offerings Twitter may have up its sleeve.

This marks Twitter’s sixth public acquisition. Twitter has bought Summize, Values of n and more recently Mixer Labs, Tweetie maker Atebits, and Cloudhopper.

Company: Twitter
Website: twitter.com
Funding: $1.16B

Twitter, founded by Jack Dorsey, Biz Stone, and Evan Williams in March 2006 (launched publicly in July 2006), is a social networking and micro-blogging service that allows users to post their latest updates. An update is limited by 140 characters and can be posted through three methods: web form, text message, or instant message. The company has been busy adding features to the product like Gmail import and search. They recently launched a new site section called “Explore” for...

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