Grab, Twitter Create Mobile Tool to Track Users

A mobile app has taken tweeting to a new height by making it easier for advertisers to identify and track user behavior from tweet to purchase.

Grab Analytics, a mobile app analytics and marketing company and WME partner, announced its collaboration with Twitter to launch the marketing suite on Monday. Grab is the first company to develop such technology, called Flightly, specifically for Twitter.

Because the optimization tool allows advertisers to track real-time data, such as using retention analytics and custom-event reporting, Grab expects the app will give advertisers thorough insight into individual users and help target them more effectively as consumers.

“We recognized early on that Twitter would be a formidable force in the mobile app promotion sphere,” Grab CEO Anthony Borquez said. “We were able to leverage that intimate knowledge and experience to develop a finely tailored Twitter partner platform that I believe will revolutionize mobile app marketing.”

According to Twitter, approximately 255 million people actively use the platform each month, resulting in more than 500 million tweets being sent each day.

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