Smallthought Systems' Trendly lets Web site owners dig deeper into the usage and traffic data that Google Analytics collects about their sites.

The Smallthought staff has become part of Twitter's analytics team, where they will integrate Trendly features and technology into Twitter's existing systems, as well as help develop new products.

In April, Twitter launched with a limited number of partners like Starbucks and Best Buy the Promoted Tweets program, which is designed to let companies market their products and services on the popular microblogging and social-networking site.

As with all advertising services, a key to the success of Promoted Tweets will be Twitter's capacity to analyze the popularity and effectiveness of these ads so that campaigns can be evaluated and optimized.

For business' wanting to hone in on niche markets this level of analytical data will be invaluable.