Omniture improves Web 2.0 management

The Omniture tool should allow firms to better allocate marketing budgets

Web analytics firm Omniture has released a new tool designed to ensure that organisations get the most out of investments in new media and web applications.

The firm's Social Media Optimisation Solution is designed to help enterprises that reach out to customers through sites like Facebook and MySpace.

Omniture said that the tool would let companies accurately measure the impact and effect of these communications, along with any Web 2.0 initiatives they might be running.

Information is presented via a dashboard that will let customers see how, when and where users are engaging with their content. Examples quoted by the firm include analysing a spike on Twitter concerning the company brand, or a rush of Facebook posts on the same subject.

The information could help firms to react quickly to a negative customer service issue, for example, or inspire them to develop new features, according to Omniture.

"Online marketers have been struggling to gather data across the breadth of social media channels and to connect the dots between social media investments, marketing campaigns and business results," said Brett Error, chief technology officer and executive vice president of products at Omniture.

"The Social Media Optimisation Solution is a more comprehensive means to help customers overcome these barriers, and gain more actionable insight into [whether] social media efforts are - or are not - driving the results they want. "

The tool can also present details about where customers have come from to get to a company's site, for example from Facebook or an iPhone app, along with a summary and analysis of comments left by YouTube viewers, be they positive or negative, and activity on link-sharing site Digg and individual blogs.

Omniture expects that firms will be able to better allocate marketing budgets, reduce customer service costs, and measure the public awareness of brands, products and services.

Social Media Optimisation Solution is available to all Omniture customers using the firm's SiteCatalyst version 14.