How Twitter turned analytics into action 

Hear how Twitter mastered its action-oriented analytics program by:

• Identifying trends through data-driven decisions

• Planning for both short and long-term success

• Quantifying cross-channel impact for a more holistic view

• Taking action on industry trends and macro-economic factors that can impact on planning

Recorded at ARF Forecasting 2022

"We really needed to understand the impact across those paid, owned and earned channels, and this was a new learning for us to be able to tease out what was a specific impact from these channels both from a short-term and long-term perspective, along with everything else that was happening in the market."  

Vani Petkar

Senior Manager, Marketing Analytics

Vani Petkar
Senior Manager, Marketing Analytics, Twitter

Mike Storms
Vice President,
Analytic Partners

WHITEPAPER
Commercial Analytics: Measurement Evolved

Twitter needed to understand the impact of their marketing activities individually, together and in the context of external factors. This was only possible through Commercial Analytics. 

Find out more about this modern marketing measurement methodology, how it differs from traditional approaches, and why it is becoming relied upon by growth-minded marketers.