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Twitter Acquires Social Analytics Company Hotspots.io
Social media is a now becoming a complex mix of interaction among platforms, technologies and environments and so gathering the type of intelligence needed to either grow a social media presence or invest in cross-market advertising is getting very difficult indeed. This is why the acquisition of Hotspots.io by Twitter is being seen as key purchase and in that could make Twitter a better platform for targeting and data analysis.
Hotspots.io it is important to note, was in private-beta at the time of the purchase which suggests that Twitter was really interested in acquiring the team that worked on the development of the platform. Indeed, the announcement by Hoptspots.io of the acquisition confirmed this suspicion explicitly.
According to the blog post made by the Hoptspots.io team, “We’re incredibly excited to announce that Twitter has acquired the Hotspots.io team! Starting today, we’ll be joining up with Twitter’s revenue engineering team where our focus will be on developing analytics tools for Twitter’s advertising and publishing partners. We founded Hotspots.io with the vision of helping companies and individuals maximize their social media ROI through actionable and accessible analytics, and we’re thrilled to be able to continue that work on a much larger scale at Twitter.”
Twitter has a multitude of third party applications that provide analytics through its API, but the micro-blogging giant has always been criticized for not having its own robust native analytics platform. This will now change with the bringing on board of the Hotspots.io team.