NetBase Enhances Audience Marketing Offerings with New Data from Twitter

NetBase builds on new Audience API data from Twitter for powerful marketing strategies

MOUNTAIN VIEW, Calif. – NetBase, an enterprise-scale social media analytics company, announced that it is one of two launch partners selected to bring Twitter’s new audience application programming interface (API) to market. The Audience API allows NetBase to provide brands and agencies with new, unprecedented insight into consumer behaviors and drivers to better inform marketing strategies.

“A marketer’s job is to develop the most complete understanding of customers and prospects to create targeted, relevant campaigns that reach the right people”

The Audience API is one of two enterprise-grade APIs unveiled today by Chris Moody, VP of Twitter’s Data Strategy, at the Twitter Flight 2015 conference. The Audience API connects NetBase to Twitter’s audience demographic, media consumption, device usage, and psychographic models and gives unprecedented insight into consumers, while still protecting their privacy. Further, NetBase patented language analytics technology leverages the API data to discover people’s interests, behaviors, and purchase intent. With this deep insight, brands and agencies gain a dimensional view of their audiences to drive relevant and targeted content accordingly.

“A marketer’s job is to develop the most complete understanding of customers and prospects to create targeted, relevant campaigns that reach the right people,” said Peter Caswell, CEO at NetBase. “This opportunity further deepens our partnership with Twitter and allows us to give marketers unparalleled audience understanding and empower real-time engagement via Twitter through our best-in-class social analytics suite.”

“The newly launched Gnip Insights APIs are the next step in providing global brands with the audience and content performance data they’ve been asking for,” said Chris Moody, VP of Data Strategy at Twitter. “We’ve worked closely with NetBase to help them bring a powerful new solution to market that builds on this new data to deliver actionable insights for marketers.”

Using Twitter data and NetBase advanced, patented language analytics, it is now possible for marketers to get comprehensive, deep insights into their customer’s usage and purchase behaviors. This partnership provides marketers the most accurate view of customers based on actual behaviors and conversations.

“Leveraging early access to the Audience API, NetBase is already working on new valuable solutions for marketers,” added Caswell. “We are excited about the progress so far and look forward to announcing this innovation to brands and agencies in the near future.”

About NetBase

NetBase is the award-winning social analytics platform that global companies use to run brands, build businesses, and connect with consumers every second. Its platform processes millions of social media posts daily for actionable business insights for marketing, research, customer service, sales, PR, and product innovation. NetBase is a trusted partner to American Airlines, Arby’s, Coca-Cola, Ogilvy, T-Mobile, Universal Music Group Nashville, Walmart, and YUM! Brands. Learn more at or @NetBase. See your brand’s social movement in real-time with NetBase LIVE Pulse™.

via BusinessWire