Twitter buys big-data analyzer Lucky Sort

The deal appears aimed at giving Twitter deeper insight into tweets

Twitter has acquired Lucky Sort, a data analytics company, in a move that could give the social network deeper insights into its users' tweets and how to best place advertisements on its site.

Lucky Sort's technology is designed to "make huge document sets easier to analyse, summarise and visualise by building elegant and user friendly tools for text analysis," Lucky Sort CEO Noah Pepper said Monday in a post on the company's website.

Twitter didn't say how it plans to make use of the technology, though tools that help it to analyse what users are saying on its site could clearly be useful to the company.

"Welcome aboard," was all Twitter had to say about the deal, and terms of the acquisition weren't disclosed.

Pepper implied that Lucky Sort will no longer be offered as a product, at least in its current form. "We'll be helping current customers transition off our system in the coming months such that we can focus fully on our future at Twitter," he said.

Several employees at the company, based in Portland, Oregon, will be relocating to Twitter's San Francisco headquarters, to join its "revenue engineering" department, Pepper said. "If you're in the neighborhood and want to talk about text mining or data visualisation, give us a shout," he said.

On his own Twitter feed, Pepper describes Lucky Sort's business as "working to turn databases into useful intelligence for investors and operators."

Both Twitter and Lucky Sort declined to comment further.

There will be more to analyse on Twitter in the coming months. In April, Twitter expanded its Cards program, giving developers more options to embed content into tweets. Last month Twitter also rolled out "keyword targeting in timelines," to give advertisers the option to place Promoted Tweets in users' timelines based on certain keywords or phrases.

Twitter has been on a buying spree of late. Last week it snapped up Ubalo, a multi-platform code scaling service. Other recent acquisitions include We are Hunted and Bluefin Labs.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

It’s time for marketers to rethink their approach to ‘loyalty’

According to a recent Mastercard survey, Australia is one of the more mature markets in the loyalty space, with nine out of 10 consumers carrying a loyalty card in their wallet. But how loyal are consumers really?

Lee Naylor

Managing partner, The Leading Edge

5 things marketers need to do to get better in buy in when presenting

Presentations are a marketer’s best friend. They can be a concise, targeted and effective form of communication with the potential to make a real impact on your audience.

Emma Bannister

Founder and CEO, Presentation Studio

How to overcome negative habitual thinking

One of the greatest challenges facing senior leaders today is what’s going on in their own head.

Lisa Stephenson

Author, success coach, consultant

Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...

Holly Smith

Adidas taps data and technology smarts to build personalised digital engagement with consumers

Read more

clearly someone who's jealous and only comments from the safety of being behind their keyboard

Peter Sibson

The purpose of purpose - Brand science - CMO Australia

Read more

haters gonna hate

David Bentley

The purpose of purpose - Brand science - CMO Australia

Read more

Social Media is platform where people get connected to each other from the world and share their views and thoughts on any product. Socia...

Tejas Potfode

6 Ways to ramp up Social Media to Your Web Design

Read more

We can't overlook mobile. Each passing day people are on their phones more and more

This Is My South Bay

What the 5G revolution will do to mobile marketing

Read more

Latest Podcast

More podcasts

Sign in