Email Data Source Launches Twitter Tool

Email Data Source, a company that sells intelligence on the e-mail activities of thousands of companies and brands, recently launched a service that it claims enables marketers to measure the effectiveness of their Twitter messages.

According the Email Data Source, the service measures how many people marketers’ Twitter messages—“tweets”—reach, who are the most prolific re-broadcasters of the messages, and the overall influence of the messages, including resulting Web traffic.

“Followers of [a] brand will often ‘retweet’ or, in our terminology ‘broadcast’ that message to their followers,” said a white paper announcing the service. “The broadcaster’s (tweeter’s) followers may also rebroadcast (retweet) the message to their followers, and so on. Each message, then, has a measurable reach: the original followers of the brand who the message is tweeted to, plus the sum total of the followers of each broadcaster and rebroadcaster of the digital marketing message.

“A broadcaster’s influence is determined then by how many followers that broadcaster had at the time the original message was broadcast and the frequency that the broadcaster exposes their followers (audience) to the brand’s messages,” the white paper continued. “Each brand will have its unique set of influencers whose influence will expand or contract dynamically.”