Neustar and Twitter Measure Social Media TV Impact in Spain

US business information and analysis specialist Neustar has partnered with Twitter in Spain, to help the country's marketers evaluate the impact social media has on TV and in-store sales.

Through the deal, Neustar's planning and attribution tool MarketShare DecisionCloud will be linked to Twitter's platform, to understand how advertising on the latter, especially promoted tweets and promoted trends, enhances an advertiser's ROI. Twitter Spain Research Director Alfonso Calatrava says that the deal aims to show how effective his firm's platform can be to broadcasters and brands as a second screen for consumers.

Luis Chaves, Vice President of EMEA Strategy, Neustar MarketShare, adds: 'Marketers are constantly looking for ways to improve on their campaign spend. By partnering with Neustar MarketShare, Twitter will be able to provide marketers with useful in-depth analytics information to help judge the impact their social platform has on TV campaigns and sales.'

Web sites: www.neustar.biz and www.twitter.com .