In an announcement on Thursday twitter has stated the acquisition of Smallthought systems. Smallthought is a web analytical firm. Terms and conditions of the deal are however still not disclosed.
Smallthought is regarded with the development of many applications. Dabble DB was one of the initial associations of twitter with Smallthought, it was used by twitter to share information internally about its various project. Another development was the Trendly; twitter again became the first to use Trendly. Trendly is a tool that allows users to shift the users through their Google Analytics data.
Kevin Weil the analytics lead at twitter has elaborated on this issue saying that the Smallthought team ”will focus on integrating ideas from Trendly into our current tools and building innovative real-time products for our future commercial partners,”
Makers of web analytics applications, the Smallthought have a very small team that is now integrated with the analytical team of twitter. The Smallthought team has a total of four members namely Andrew Catton, Ben Matasar, and Luke Andrews.
The snapping up of Smallthought by twitter will be a help to add analytical capabilities for their eventual paid accounts that are sure to come up in a big way. All this is keeping in mind the advertising program the Promoted Tweets by Twitter. This program is such that the companies market their products and services on the popular micro blogging and social-networking site.
Promoted Tweets will only be a success if Twitter has enough capacity to analyze the popularity and effectiveness of the advertisements on its site so that campaigns can be evaluated and optimized. This is exactly where Smallthought comes handy for Twitter.
From the Smallthought’s side they write on their website that their commitment to their Dabble DB customers will not be any less. They will continue the technical support to them but will not signup any new assignments anymore. They further add that any more changes will be accompanied with a 2 months notice to the customers so they not worry fret much.
Twitter is on a ride to buy many companies since the first buy of search startup Summize in 2008. It was continued by Mixer labs, Cloudhop and Atebits.