Twitter has announced a new program to give marketers better information about how companies' tweets impact sales in physical stores.
The capability, which Twitter calls "offline sales impact," measures how certain users engage with promoted and organic tweets from advertisers, and then feeds that information back to marketers so they can see how their tweets may have affected in-store sales.
The program is based on a partnership with consumer data company Datalogix, Twitter announced Thursday in a blog post. Through the partnership, Twitter has already run initial tests for 35 brands spanning multiple categories of consumer packaged goods including beverages, food, wellness, and household products.
Some of the first brands included Oreo, Wheat Thins, and Trident gum. In those tests, followers who saw a company's promoted tweets purchased 29 percent more from that brand than followers reached by organic tweets alone, Twitter reported Thursday.
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