Filed under: Social Media, Web Analytics | Tags: Facebook, Omniture, Social Media
Facebook’s performance advertising system provides a powerful way for advertisers to target users, but it lacks the control and analytics to efficiently utilise its targeting parameters on a large scale. To allow companies to build better tools for designing and managing ads, Facebook released an Ads API last fall.
We’ve recently been profiling companies building tools for advertisers using this API, and here’s our latest in-depth review, of a Facebook ad tool being offered by established web analytics and advertising optimization company Omniture.
While competitors currently offer more specialized tools for some campaigns, ad buyers looking to target, purchase, monitor, and optimize ads on Facebook in the context of their other online marketing efforts stand to benefit from its full-featured Online Marketing Suite.
The suite is a browser-based tool set including three core products which can assist Facebook marketers: Discover for audience segmentation, the flagship SearchCenter+ for ad campaign management, and SiteCatalyst for measurement and optimization. By using these tools together, marketers can determine who to target, efficiently create and purchase ads, optimize spend for maximum returns, and balance their marketing channels. Though the tools don’t always integrate seamlessly, the knowledge gained from Discover and SiteCatalyst allow for adept use of SearchCenter+.
More: http://www.insidefacebook.com/2010/09/10/ads-api-omniture
Filed under: #mktgcloud, Datarati, Social Media, Web Analytics | Tags: Facebook, Omniture, Social Media
Although the companies chose to announce the partnership, the tools and the marketing guidance supported through Omniture’s consulting team will not become available until later this year.
Omniture and Facebook will announce a deal Wednesday that turns the social network into an online marketing channel, complete with technology tools, audience segments and best practices.
Initially, the two companies will focus on the ability to automate Facebook media buying and access analytics that measure customer engagement. The partnership builds on Facebook analytic features the companies announced last year to help marketers join the conversation, rather than interrupt the experience.
This alliance is intended to help companies integrate Facebook as a marketing channel, connecting to relevant conversations with the site’s more than 400 million active users.
More: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=123533
Havas Digital is the umbrella holding company that manages all Havas Media’s interactive companies.
Havas Digital brands provide data driven marketing solutions across all interactive channels to over 400 clients worldwide and it Digital operates from 40 cities in 30 different countries across Europe, North America, South America, Asia, and Oceania.
Recently, Omniture’s Josh James had this discussion with Havas Digital’s co-CEO and Marketing Director, Anthony Rhind.
Filed under: Data, Segmentation, Web Analytics | Tags: Comscore, Omniture, Panel Data
Omniture and Commscore have announced a strategic partner relationship to deliver a unified digital audience measurement system. Specifically designed to meet the unique demands of the digital advertising world, the offering will combine the power of Omniture’s Web analytics with comScore’s new Media Metrix 360 hybrid audience measurement to help provide publishers and advertisers with a unified and comprehensive view of online audiences.
Two of the keys to implementing a successful digital marketing initiative are the ability to measure and analyse online marketing performance and to capture accurate views of audience reach across multiple information sources.
To date, publishers and advertisers use two primary sources for measuring the impact of digital advertising – Web analytics and panel-based audience measurement.
Because the two measurement methodologies have disparate objectives and employ different data collection technologies, the resulting dissimilar metrics can cause confusion and uncertainty among publishers and advertisers.
This strategic partner relationship blends these two methodologies in a highly automated way to create a unified approach for audience measurement designed to enable publishers to represent themselves in a more comprehensive manner to advertisers, and for advertisers to better optimise their media planning with the benefit of more extensive media reach data.
More: http://www.omniture.com/press/779?s_cid=3445
Filed under: Data, Datarati, Web Analytics | Tags: Adobe, Omniture, WPP
Today Adobe announced its acquisition of Omniture for USD $1.8 Billion.
Now let’s go back a few months, when WPP announced a USD $25 million investment in Omniture. http://willscullypower.wordpress.com/2009/01/29/wpp-to-invest-25-million-in-omniture/
Why do you think WPP invested in Omniture? http://willscullypower.wordpress.com/2009/02/04/wpp-going-after-control-of-your-data/
So today, what is this announcement about?
In my opinion, its about control of more data.
Omniture controls tons of aggregate data, which is captured by cooking visitors browsers. With consumers getting smarter about how to delete their cookies, the value of the data and analytics starts to deplete.
So how does a company like Omniture solve the cookie deletion problem? Simple, store the data in the flash object, making it hard(er) for consumers to find and delete, thus making their dataset more accurate and ultimately more valuable.
Who ows Flash? Adobe.
This is all about control over consumers data.
And who are Adobe & Omniture up against in this space.
You guessed it.
Google.
Full Announcement: http://www.adobe.com/aboutadobe/invrelations/adobeandomniture.html
Filed under: Web Analytics | Tags: Developers Challenge, Omniture, SiteCatalyst
Back in March Omniture announced our $25K Partner Developer Challenge. The challenge offered first and second place prizes of $15K and $10K respectively, plus the opportunity to promote the winning applications to Omniture customers.
Finalists were selected recently and they have recently announced three winners, one for first prize, and tie for second prize.
Finalists were chosen based on three core criteria which they call the “three C’s”: Commercial value – are their customers or other developers likely to see value in the application?; Creativity – is this something interesting and new, or is it a rehashing of an old idea? Consumability – is it well-documented? Is it well-understood what the application is and what it does? After evaluating submissions based on these criteria, their platform product leadership team selected three winners.
More: http://blogs.omniture.com/2009/08/21/omniture-announces-winners-of-25k-partner-developer-challenge/
Filed under: Statistics, Web Analytics | Tags: Michael Jackson Webcast, Omniture
In the time window from 12AM to 4PM EST, Web analytics company Omniture reports that CNN saw:
- 72 million page views
- 10.8 million unique visitors
- 8.9 million live video streams
CDN server logs also indicate that CNN saw a peak of 781,000 concurrent live streams at its peak.
We’ve also gotten some numbers from Ustream:
- 4.6 million total streams
- 1.6 million total unique visitors
- 12,000 messages per minute sent through chat/Ustream’s Social Stream
Update: Facebook has sent us their finalized stats, taken from all partner sites that integrated its stream of real-time updates. In total, the social network reports that 1 million users posted approximately 800,000 status:
CNN:
- 733,000 status updates
- 759,000 Facebook users viewing broadcast
- 6,000 updates/minute at the peak
E! Online:
- 9,000 status updates
- 87,000 Facebook users viewing broadcast
ABC:
- 48,000 status updates
- 97,000 Facebook users viewing broadcast
MTV:
- 5,000 status updates
21,000 Facebook users viewing broadcast
Filed under: Search, Web Analytics | Tags: Bing, Omniture, Search Center, SiteCatalyst
This capability enhances the robust search campaign management tools of Omniture SearchCenter and the analytics and reporting functionalities of Omniture SiteCatalyst to allow online marketers running search campaigns on Bing to:
- View natural search results together with paid search results from Bing, then use that data to optimize paid search campaigns by adding top performing natural keywords to their paid search campaigns
- Manage Bing search campaigns alongside campaigns from over a dozen other search engines, including Google and Baidu, through a single user interface and management dashboard
- Make more informed, data-driven decisions about paid and natural search campaigns across all search engines
More: http://www.omniture.com/press/711?s_cid=3445
Filed under: Social Media, Web Analytics | Tags: Facebook, Omniture, SiteCatalyst, Social Media Measurement
While marketers understand it’s important to build a presence on Facebook by creating custom applications and pages to interact with customers, sometimes they (rightly) hesitate to make a substantial investment if they can’t track the success of those initiatives.
Omniture, a company whose SiteCatalyst product allows marketers to monitor the performance of their brands on websites by tracking traffic metrics such as page views, referrals, and time spent on a page, should be able to help solve that issue. Today, Omniture launched App Measurement for Facebook. The new product allows marketers to see just how users interact with their Facebook applications.
Omniture’s App Measurement tool tracks metrics like:
- Marketers will be able to understand which user demographic segments are adopting the application most vigorously.
- Marketers can segment users by number of friends they have, or by the social activity performed.
- Which users invited their friends to use an app.
- What sections of the app Facebook users spend the most of their time.
- How Facebook engagement leads to conversions.
Ideally, this product should allow marketers with no technical background to have an immediate analytics tool that shows a robust set of metrics of how their brands are doing on Facebook. There have been many analytics tools created by start-ups to monitor such activity, and developers have often built their own, but Omniture is one of the most mainstream players to get involved with Facebook analytics
Omniture executives say the new addition to its SiteCatalyst product will demystify the questions many marketers might have about their Facebook efforts.
More: http://www.insidefacebook.com/2009/05/28/omniture-releases-analytics-tools-for-facebook/
Filed under: Behavioural Targeting, Optimisation, Predicitive Modelling, Web Analytics | Tags: Omniture, Quantivo, SiteCatalyst
On-demand behavioral analytics provider Quantivo recently announced a product to integrate with Omniture’s Web analytics solution SiteCatalyst.
Whereas Omniture tracks the number of visitors to a company’s Web site, Quantivo’s integration product, which Chief Executive Officer Brian Kelly calls “the adapter,” will help SiteCatalyst users make sense of the identities of those visitors.
In doing so, companies can better understand customer behavioral patterns — based on Web-site visits, transactions, marketing responses, and other events — and improve the targeting accuracy of marketing messages and on-site recommendations.
According to Kelly, trends in online customer behaviors are emerging, changing, and disappearing so quickly that companies now demand a solution that can handle a sudden influx of data and quickly turn that data into something meaningful.
“Big massive trends develop and diminish within a week,” Kelly says. “You don’t have time for some Ph.D. statistician to build a predictive model. [Oftentimes], it’s not something you can predict.”
In other words, while historical transaction data (and common sense) may help predict that sweater sales rise in the winter, that information is of little use for a retailer hoping to foresee which color will be most popular.
More: http://www.linkedin.com/news?actionBar=&sik=1243508631845&aIdx=0&articleID=38491000
