Back in 2006, Hussey founded PeekYou, a people-based search engine that aggregates publicly available information – Twitter handles, Facebook URLs, blogs, physical address, phone number, interests, schools attended – into customer profiles that are then available for purchase.
In other words, Hussey and his team were sitting on a data gold mine.
“That’s when we started thinking about the next application of the information in this database,” Hussey told AdExchanger. “So, in 2012, we launched PeekAnalytics, which focuses on the demographics available in Twitter Audiences.
"Let’s say a brand has 2 million followers. That’s great – but who are these people? The analytics tool allows us to search in our database for meaningful information like geolocation, age, affinities, education level, etc., and build models around that.”
This past summer, Hussey and his team launched version 2.0 of PeekAnalytics, also taking the opportunity to rebrand the platform as StatSocial. The new version includes “tens of thousands of new affinity segments,” Hussey said, as well as 370 interest categories based on the IAB standards for social audiences and segmented breakdowns of 8,200 consumer brands, 22,000 celebrities and influencers and 1,100 TV shows.
Users can create follower reports or pull tracking information for keywords, hashtags and URL mentions. The tool needs at least 300 followers or tweets before it’s possible to create any kind of robust reporting. All of the data in StatSocial’s database is verified against public information pulled from outside the Twittersphere and compared to baseline stats for context. The company is working on enabling users to segment information by state, Nielsen market and ethnicity, as per public census data.
“We have about 500 million Twitter profiles in our database, of which we’ve identified just over 10%, so about 50 million, as consumers,” Hussey said. “We’re only measuring consumers. We’re setting aside business accounts or what we think are spam or anonymous accounts. We’re focused on real people, and one way to do that is to find them outside of Twitter.”
Basically, StatSocial is like Twitter’s Tailored Audiences solution on speed.
“We can tell a client who they’re reaching within any defined audience,” Hussey said. “When the product started out it was about searching for people, but we quickly realized that we had so much information that we could bring to life in an ad targeting solution.”
Hussey spoke with AdExchanger.