New Topsy Feature Monitors Twitter Users’ Intent to Buy Products

A consumer's wish is Twitter's command with a new monitoring tool from Topsy that shows companies who and where people have expressed a desire for their products on Twitter so they can follow up with a targeted offer.

A consumer’s wish is Twitter’s command with a new monitoring tool from Topsy that shows companies who and where people have expressed a desire for their products on Twitter so they can follow up with a targeted offer.

Today, Topsy has added the ability to combine Boolean queries with geo-location targeting in its paid service, Topsy Pro. Boolean queries allow companies to search for more than just one keyword or phrase using the words “and,” “or,” or “not.” For example, Topsy can find people in Southern California who have said they “want” an “SUV.” Drilling down further, companies can see who is talking about their SUV brand versus a competitor’s or eliminate people who are talking about SUVs in reference to an Amber Alert. Topsy Pro users can set up alerts to show them real-time activity in their dashboards, or more detailed reports showing trends over time, which can also be sent by email.

“Other social analytics providers have had Boolean search capabilities in the past, but they’re only able to use it for one scenario, which is essentially helping customers to narrow in on conversation about their brands,” said Jamie de Guerre, SVP of product and marketing at Topsy. “Because those tools don’t have access to all tweets, which has always been a core differentiation for Topsy, they can’t do things like looking at general intent to purchase goods, which is one of the key new scenarios that’s enabled by our Boolean capability.”

Topsy is one of three resellers, along with Gnip and DataSift, to have full access to Twitter’s firehose. Topsy’s Boolean searches will go back to July 6, 2010.

“One of the scenarios that our customers are most excited about with that is finding consumers who have expressed the intent to purchase a particular good and using that as an opportunity to do some real-time outreach out to them,” said de Guerre, “whether that is organic outreach, or potentially if you’re doing paid advertising on Twitter, doing a Promoted Tweet campaign that’s really targeted.”

Image by gpointstudio.

Update: Topsy’s Boolean search data extends to July 6, 2010; not 30 days, as previously stated.