Twitter is boosting its audience insights analytics for advertisers with a couple of new features, including “personas” to make its audience more easily targetable. “With personas, you can easily learn about specific audiences on Twitter — such as parents, millennials or small business decision-makers — and then target them in a new campaign with just one click,” explained Twitter.

These personas can be combined with other attributes: “For example, if you want to reach millennials who are using iOS, you can simply select ‘millennials’, and then choose ‘iOS’ as a mobile platform.” Twitter is also boosting the data it offers brands on their Twitter audience, including those who merely see their campaigns versus those who engage with it by replying, favouriting and retweeting. For now, the latter are global, while the personas feature is US-only

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