Will Twitter's acquisitions in 2015 turn the company?

Twitter may be changing its CEO, but the company's M&A machine has certainly not been stuck in neutral. Our infographic depicts six acquisitions the company has made during the first half of 2015.

Overall, Twitter's acquisitions are continuing to move away from acquiring companies that build the core social network to companies that support monetization efforts. Consider some examples.

• In January, Twitter acquired Periscope, which allows users to upload live video wherever they are and broadcast it for followers to watch. The consideration was estimated at less than $100 million in cash and stock, but skewed towards cash. The acquisition reflects Twitter’s move to bolster its video capabilities. Adding the ability to stream live video on Twitter capitalizes on the company’s strengths as a real-time broadcast service. This fall, Twitter plans to launch Project Lightning, which will provide special live event coverage for both Twitter users and non-users.
• In April, Twitter acquired TellApart, which helps retailers leverage data by personalizing the customer experience and drive omni-channel commerce. According to an SEC filing the consideration was $533 million in stock. TellApart's integrated suite of marketing solutions has allowed marketers to deliver personalized messages in real-time across platforms such as display ads, Facebook, and email.
• In June, Twitter acquired Whetlab, which develops technologies for machine learning, a branch of artificial intelligence that utilizes algorithms to detect patterns in big data and to make recommendations and predictions. Possible uses of Whetlab technology by Twitter include: 1) improving a user's tweet timeline; 2) enhancing the company's ability to target ads; 3) licensing data. While Google has information about user's search and Facebook has information about what people are doing, Twitter's cache of data is distinctive in capturing what "influencers" are thinking. Whetlab could help Twitter pattern such data into trends that are of high value to both consumers and businesses.

M&A success is about sound strategy, valid valuation, and intelligent integration. Twitter appears to have delivered on the first two elements. Let's see if it can pull off the third.