Tweet Activity Dashboard is a free analytics from Twitter that allows a free analytics offering to see how subscribers engage with contents on the social media website. While testing the dashboard, brands that advertise on Twitter, were able to reach at least 30% of their followers per week.

With the new dashboard, marketers are able to see how many times the posts have been seen on website and mobile devices. The data can be broken down hourly including the number of retweets, replies, mentions etc. The details of users demographics, locations and interests are also captured.

The toolset can hurt Google Adwords, as marketers are able to test the effectiveness of their ads without using Google. The tweets, which the dashboard can test, do not necessarily need to be advertisement tweets but literally any tweets. This will enable the general user to see how effective the content of their tweets are to the subscribed followers.

I believe this toolset can be very effective for marketers as well as general heavy twitter users. This will allow us to see what types of content/advertisements are most successful and liked by subscribers. This can also be used to pretest ideas for future marketing campaigns.

Source: http://www.destinationcrm.com/Articles/Columns-Departments/Insight/Twitter-Updates-Its-Analytics-Offering-99261.aspx