Twitter (news, site) is expanding its internal analytics capabilities through the acquisition of Smallthought Systems, creators of Dabble DB and Trendly.

Common Technology, Similar Mindset

The gang over at Twitter isn't saying all that much about the acquisition, but it appears to be something in the works for awhile now. According to the Twitter blog post, the two companies have had an on-going relationship.

Twitter used DabbleDB for internal project tracking and communication until they developed that functionality in house a year ago. And they were one of the first to try out the new Google Analytics analyzer: Trendly.

And, as Twitter is the world's largest Ruby on Rails-based web service, we are impressed with their frequent contributions to the Ruby and Smalltalk development communities. Their team has a unique combination of entrepreneurship, creativity, and analytics expertise.

The Analytics Plan

As we said, there are not a lot of details regarding what is going to happen now that Smallthought Systems is a part of the Twitter team, especially for DabbleDB.

DabbleDB is an online database and data visualization application and although it is no longer accepting new customers, the website states that it will continue to support existing clients. However it's clear that DabbleDB is not the reason for this acquisition, so we can just set that piece of news aside for now.

What has caught Twitter's eye is Trendly, an analytics dashboard that take all the reams of data from Google Analytics and helps you pull out the key data to really understand how your business is doing.

Trendly currently offers six reports (5 for traffic and 1 for Page content) that provide daily updates on Google Analytics data. The reports measure traffic across new visits, visits and goal completions. 


Trendly report

Rajan Chandras posted on the Intelligent Enterprise blog "What really appeals to me is the apparent simplicity of it all. [...] For all the so-called BI technology leaders out there that seem to be tirelessly pushing their products (not to mention their licensing) up to ever-dizzying heights of complexity and cost, this is a direct slap to the face -- and a portent of the future"

But of course, Trendly is not longer for the general public. It will now be pulled into the Twitter analytics team fold, integrated into its current tools and used to create new real-time analytics products -- "for future commercial partners".

Analytics is a key component of any business strategy, so one one is going to question this acquisition. This is just a continuation to the story Twitter is developing as they move on their commercial strategy. And it's certainly not the last.