The real-time benefits of Topsy's analytics tools have been on display for years. During last year's presidential race, Twitter's political index — or "Twindex" — used Topsy's analytics features to determine public sentiment for each candidate. Twitter used information pulled from publicly available tweets to see if the public had a positive or negative view of certain politicians. The company could even aggregate the sentiment geographically by breaking down tweet locations to the city level.
In August, Topsy opened its API to developers, allowing them to use Twitter data more creatively in other applications. This new, all-encompassing archive could benefit political and marketing campaigns. For example, if a political campaign wanted to go back and gauge public opinion surrounding a specific issue during the 2008 presidential race, it can now do so by searching Topsy's archives. The expanded wealth of information is available to the public at Topsy.com, but the more advanced analytics tools are reserved for users who pay for "Topsy Pro," according to a company spokesperson.