Twitter has purchased, for an undisclosed sum, the social analytics company BackType. The company has focused on helping businesses understand the business impact of social media. For example their BackTweets service provided information on the reach of tweets and content, who they are reaching, and how Tweets covert to web traffic, sales, etc.
According to the company blog, BackType employees will be moving over to Twitter and until this process is completed the service is closed to new users. Existing users can continue using the service for free.
Twitter already offer a business guide for companies on how to best use their platform, and integrating the BackType service will help boost their business offering.