More Facebook Metrics Announced

US web analytics firms Omniture and Coremetrics have separately announced plans to provide online marketers with solutions to optimize Facebook as a marketing channel.

This follows last week's news that Webtrends has launched measurement capabilities for tracking the activities that happen 'inside' Facebook.

Omniture's new service has been developed to help companies connect to and have relevant conversations with Facebook's more than 400 million active users. Initially, the solution will focus on the ability to automate Facebook media buying and access analytics that measure customer engagement on the site.

Dan Rose, Facebook's VP of Business Development and Monetization says that through the partnership, Omniture has been able to develop a set of tools to help its clients better understand the value of their Facebook ad campaigns.

'By creating a single dashboard to plan, deliver and measure campaigns, Omniture can make advertising on Facebook easier and ultimately increase ROI for clients,' Rose stated.

Meanwhile, Coremetrics has enhanced its 'Impression Attribution' solution, to enable businesses to analyze how Facebook presence and investments drive business objectives such as web site sales and conversions.

Fully integrated into the Coremetrics Continuous Optimization Platform, the Impression Attribution system now links visits to Facebook fan pages, exposure to Facebook ads and interaction with Facebook applications, to subsequent web site visits, behaviors and conversions.

This, the firm claims, enables marketers to measure the ROI of their campaigns, and provides clients with control over what information they want to collect and analyze.

'Facebook campaigns - just like any other marketing program - must support strategic business objectives,' states Coremetrics' Chief Strategy Officer, John Squire. 'Our approach to social media analytics is built on the premise that people interact with a brand in many different ways, through many different channels, and that the true measurement of ROI demands a fully integrated view of your customers.'

Web sites: www.omniture.com and www.coremetrics.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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