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

Why defining brand strategy is vital to capitalising on quick wins

Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.

Troy McKinnna

Co-founder, Agents of Spring, Calm & Stormy

3 ways to leverage the talents of your team to avoid disruption

​According to the World Economic Forum in its most recent The Future of Jobs report, the most important skills for the future are not technical, task-oriented skills, but higher-order skills such as creativity, social influence, active learning, and analytical thinking.

Gihan Perera

Futurist, leadership consultant

CMOs, it’s time to stop squandering customer attention

Businesses continue to highly value the attention they buy through paid media, yet at the same time, many continue to disregard and under-value opportunities to connect with customers using their owned media.

Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...

Clyde Griffith

Forget customer experience, human experience is marketing's next frontier

Read more

Great tips for tops skills need to develop and stay competitive

Nick

The top skills needed to stay competitive in a rapidly changing workforce

Read more

The popularity of loyalty programs is diminishing, though I'd say it is because customers are savvy enough to recognise when a loyalty pr...

Heather

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

Read more

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

Latest Podcast

More podcasts

Sign in