Why Twitter Paid $90 Million for Bluefin Labs - Dive Into Media - Mike Isaac - Dive Into Media - AllThingsD - 0 views
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If you can take [our analytics service] and not just do it about [one event like] the Super Bowl but do it for all TV shows … now you have this comprehensive view into how TV is driving engagement.”
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Bluefin drills down into specific moments on television, be they advertisements, actual shows or what have you. And Roy says it can grab a larger, more representative slice of the Twitter users tweeting about a specific moment than, say, a hashtag can (as many people may be talking about an event without using a hashtag).
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Bluefin runs what’s called an affinity analysis, which lets the company figure out “preexisting affinities between TV program audiences and brands.” Moreover, Bluefin can flesh out a profile of a particular Twitter user tweeting in a specific moment, based on that person’s tweeting history.