Twitter has new analytics tools it says will provide marketers with additional insight into brand conversations, audiences and trends. The Twitter Brand Hub, unveiled today, is meant to give brands a "360-degree, real-time view" of their initiatives on the platform.
One new metric called TrueVoice allows advertisers to track in real time what share of a conversation a brand has compared to its competitors. Along with a timeline of notifications, the tab also shows the total impressions that came from conversations about the brand in the past week.
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