The growing demand for business analytics continues to put pressure on service providers to actually develop useful and comprehensive tools for customers. Especially on social networks, publishers and corporate accounts have been using these types of tools for years in an attempt to justify their expensive and develop cohesive strategies for sharing content.

In an attempt to bypass the number of third party offerings already on the table, Twitter has just announced a new comprehensive analytics tool for publishers. The tool allows publishers to measure their reach and the number of retweets or mentions their account has generated.


The app also features a way for publishers to measure their reach against industry norms, and identify which accounts are giving them the largest amount of shares.

Clearly, Twitter is attempting to boost its advertising program. But this is yet another example of how services are coming under an increasing demand to provide analytics in all areas of business – and not just in digital, either.

As the need for analytics progresses, businesses in all industries including traditionally non-digital spaces, such as manufacturing, will need to be plugged into this trend. By accessing analytics at all levels of business, digital enterprises are able to make better decisions.

So while sharing this type of information on social media is relatively easy – Twitter can track this type of all data automatically – this is just a precursor to what other enterprises need to be doing in their own businesses. Other metrics won’t be so easy to measure, especially in smaller businesses, but the need for digital tracking at all levels of a business is clear. By developing their own metrics and tracking analytics, digital enterprises can get ahead.