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!

Error: Please check your email address.
Show Comments

Blog Posts

How challenger brands can win at biddable media

Challenger brands, especially in highly competitive markets, generally can’t match established players for media spend.

Chris Pittham

Managing director, Jaywing

The competitive advantage Australian retailers have over Amazon

With all of the hype around Amazon, many online retailers have been trying to understand how they can compete with the American retail giant.

Joel Milligan

Performance manager, Columbus Agency

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Insightful article from an AdTech perspective

Mehdi Partika

Predictions 2018: 5 ways the CMO role will change

Read more

Sounds like a bunch of convoluted business bullshit with no real substance or value. Business people deluding themselves into thinking th...

Bupa Customer

Best CX Companies List profiles: Bupa's Voice of the Customer project

Read more

This partnership seems to bring a lot of benefits.

Uk Driver

Deloitte announces new agency partnership to expand digital reality capabilities

Read more

It's all about the experience and it seems that understanding is finally full tilt!

Danny Mack

Building a robust digital customer experience

Read more

I am going to visit Australia))) nice place ... one of the most attractive

Carly Julia

Tourism Australia aims for youth travel market with dedicated news channel

Read more

Latest Podcast

More podcasts

Sign in