Lara O’Reilly says, “An often-overlooked, but critical and growing part of Twitter’s business is its huge repository of historical and real-time data.

You might not think that celebrity tweets and people moaning that their flights are delayed could serve any revenue-generating purpose. But, using Twitter’s data, a local burger joint can find out that it desperately needs to change its fries recipe, big brands like Dove can create and operate far-reaching social media marketing campaigns like #SpeakBeautiful that aimed to crush negative tweets about people’s body image on Oscars night, and officials in cities like Jakarta can not only warn residents about flooding but check in real-time which are the safest evacuation routes. Those are all real examples”.

Twitter just told us what it plans for its massive, often-overlooked data business

Business Insider

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