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Omniture Debuts Social Media Measure
Online analytics firm Omniture has launched its social media display advertising solution, SearchCenter Plus, which allows marketers to measure, manage and optimize targeted display advertising buys on Facebook. It also released EMEA results from a survey of marketers' new media usage and ROI capability.
The new release aims to improve clients' understanding of how social media users are engaging with their content, and allow them to capture rich, demographic segment data and target high-value users.
Key benefits to SearchCenter Plus include management and optimization of bid strategies using management templates based on conversion metrics; seamless integration of Facebook metrics with site conversion data to optimize ROI; flexible reporting; campaign group organisation; and targeted Facebook Ad Buying in the same application.
Brett Error, VP and General Manager, Product and Technology, comments: 'SearchCenter Plus helps our customers through the entire social media advertising process including planning, delivering, measuring and optimizing.
The firm has also announced the results from EMEA (Europe, Middle East, and Africa) respondents to its 2010 Omniture Online Analytics Benchmark Survey, as of May 7th, which gives statistics about the usage of emerging channels and the measurement capabilities of ROI and conversion.
EMEA VP of Marketing Neil Morgan says findings indicate that 'a significant number of marketers think measuring ROI is important but are currently unable to measure this all-important metric.' 81% of respondents in the EMEA region feel that measuring ROI from online marketing activities is important to measure, but only one third can effectively measure it today. 64% are using social media in their marketing efforts, but only 20% of those are very satisfied with their ability to measure it.
Only 21% are currently using mobile in their marketing efforts, and only 40% online video - of the latter, only 17% are very satisfied with their ability to measure it.
Omniture is a business unit of Adobe Systems Incorporated, and is online at www.omniture.com .
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