As reported by the Los Angeles Times, Twitter co-founder Biz Stone has committed to developing a revenue strategy by offering special features to businesses, including corporate accounts with special features. Stone specifically mentioned rolling out an analytics package for businesses.
Currently, limited analytics are provided in part by 3rd party developers, but you have to use a consortium of different tools in order to get satisfying results. For example, the URL shortening service Bit.ly offers click-tracking by time of day, but only on URLs using its system. This is all well and good if you are using one of Bit.ly’s partner service
for your tweeting, such as Tweetdeck or Twitter Tools for WordPress. But if you decide to ditch TweetDeck and try out Hootsuite for a month, you can’t track performance in Bit.ly, and are subject to Hootsuite’s stats, which at present aren’t nearly as detailed.
In an ideal world, Twitter would acquire one of these services – preferably a SaaS model such as Hootsuite instead of a desktop-based system – and provide account management, tweet-tracking and analytics all in one place.
With that in mind, here’s a modest analytics wishlist:
1. Click-thru-rate (CTR) per tweet across multiple user IDs within a corporate account
2. Overall CTR by:
- with/without hashtag
- Per hashtag
3. Retweet tracking by:
- user ID
- post prefix
4. Retweet rates (overall + per tweet)
5. Interaction trends (retweets, direct messages, replies) by:
- user ID
- time of day
6. Follower statistics (location/industry/authority/frequency of activity/etc.)
7. Follow/unfollow trends (were followers gained/lost from specific tweets?)
8. Search statistics
9. Tweets – which tweets are indexed in Twitter search? Which tweets are getting click-thrus?
10. Twitter page – click-thrus (sortable by keyword-based search queries) from Google/Yahoo/Bing
11. Tracking code – for use in external CRM & analytics programs when attempting to track conversions from Twitter campaigns
We could go on, but hopefully that’s not too much to ask from Twitter Analytics 1.0. If they can deliver the above, businesses just might be compelled to pay for it.