• by Tyler Loechner  @mp_tyler, October 9, 2014

Kinetic Social has launched a new analytics dashboard it says helps bridge the gap between media planners and data scientists.

In the words of a Kinetic representative: It’s “visualized data for the non-scientists."

The new analytics dashboard, called Audience Performance Page, includes audience data from Facebook and Twitter campaigns. "Media planners cannot scale efforts by sifting through large amounts of data," the rep said. "They need a real tool that works with them in live time."

"One thing that Audience Performance Page does effectively is that we can set up Custom Audiences or Tailored Audiences that come from audience first-party data and then further segment them,” explained Jack Hanlon, Kinetic’s VP of product development and management.

Hanlon asserted that by breaking down the audiences within each audience, advertisers can “fill in the blanks on information they might not have.” He added: “For example, what if we could tell you about the demo/psycho make-up of the people who visit your website, or just the people who are buying certain products, or just the people who leave their cart before purchasing? This information can be extremely valuable.”

Hanlon said the company is working with a “few third-party partners” for additional data insight used in the dashboard, but declined to disclose who those partners are.