Omniture-owner Adobe has launched SocialAnalytics, a new product within its Online Marketing Suite which it says will enable marketers to monitor, measure and monetize social media via a single application. Separately, the firm’s SiteCatalyst analytics solution has won MRC accreditation for four of its key metrics.
The tool, currently in beta and due for general release from Q3 of this year, promises to aggregate all relevant activity from social networks and online communities and gauge its impact on key business metrics and brand perception. This, says Adobe, will answer such questions as ‘How are our social initiatives and conversations driving conversion of revenue?’ and ‘Who are the social influencers for my business?’
Omniture VP and General Manager Brad Rencher says the social Web is ‘the largest focus group on the planet’ and marketers are ‘striving to figure out how best to listen and participate’. Rencher says the new product ‘can inform how a company participates on the social Web, removing guesswork and replacing it with strategies or experimentation built on insight.’
The Online marketing Suite already allows clients to track the effectiveness of presence on Facebook, view mobile app usage data in context with other social activity, measure viral video campaigns, measure brand activity on Twitter and see how spikes in activity there affects other online traffic.
The release was announced at this week’s Adobe Omniture Summit 2011, where Adobe also revealed it has achieved accreditation from the MRUC (Media Rating Council) for metrics measuring digital audience size and engagement in its flagship SiteCatalyst analytics solution. The award also means the metrics comply with IAB standards.
Adobe says its quality control measures include filtering out spider and robot activity from raw site traffic, and can also remove traffic generated from customers’ own employees.
Says Rencher: ‘Our customers rely heavily on Adobe to give them insight into their online businesses and have asked us to certify these SiteCatalyst metrics.’
George Ivie, Executive Director of MRC, comments: ‘We congratulate Adobe for achieving accreditation of its SiteCatalyst metrics, which required implementation of several important new data filtration and accumulation practices. This commitment to quality and transparency is admirable and will serve Adobe customers well by informing them of traffic counts and other metrics more accurately.’
Home page: www.adobe.com