Posts tagged "webtrends"

Webtrends Analytics 10: Analytics for Mobile, Social and Web

The Future of Social Media Marketing is Here

A number of organizations today struggle with the division of expertise over digital channels, web analytics included. These solutions work, but require a lot meetings and charts and graphs. Webtrends Analytics 10 aims to do away with all of that via an all-in-one analytics package. 

In addition to out-of-the-box capabilities for mobile, social and site marketers, Analytics 10 also features two primary perks:

  • Data Beyond the Tag: Analytics 10 enables marketers to visualize data from 3rd party data sources available through feeds, APIs, and public sources. Data from Facebook API, iTunes Connect, PostRank and bit.ly are integrated into Webtrends Analytics 10 dashboards.
  • Intelligent Campaign Discovery: Analytics 10 uses discovery techniques to auto-detect campaign conversion and landing pages and provide out-of-the-box campaign reports and dashboards.

“With Analytics 10, we put the focus on truly empowering digital marketers and finally breaking down the silos they too often operate within,” said Alex Yoder, CEO of the company. “Today marketers need to look across digital channels, including mobile and social, to get a holistic view of brand performance and customer engagement. We designed Analytics 10 for this purpose and are extremely pleased with the response from our customers and the market."

Still Partying with Facebook

The analytics company is making a particularly big deal about its Facebook-related capabilities, as per usual. Webtrends Analytics 10 pulls data from your Facebook pages and apps using Facebook API. Additional conversion data is available with the Webtrends tag.

 

 

 

If Looks Could Kill… 

Bonus: It's pretty. The intuitive user interface mixes up nicely with the enhanced capabilities for data insight across digital channels, presenting them over a fairly straightforward dashboard:

“Analytics 10 goes much further in carving out a unique position for Webtrends in the Digital Analytics space. The interface is lovely…and distinctive. They are the first enterprise vendor to break away from and go beyond the basic Google Analytics paradigm,” said Gary Angel, President, Semphonic.

You may try out Analytics 10 by yourself here.

Webtrends Optimizes Social Media Marketing for Facebook

Today it was announced that Webtrends (site) has decided to expand their analytics capabilities for Facebook yet again. The upcoming measurement tools—slated to be released with the next iteration of Webtrends Optimize—will enable both marketers and developers the ability to test, segment and target their specific campaigns inside the popular social network.

Marketers + Facebook

Webtrends has been poking around Facebook for a little while now. In February of this year the company gave marketers a peek into their promotional efforts (tabs, apps and share features), claiming Facebook to be a critical step in the marketing journey. 

“The ability to have concrete measurement on investments within Facebook and compare them apples to apples with other digital channels is critical to marketers,” explained Jascha Kaykas-Wolff, Webtrends' vice president of marketing. “Our comprehensive approach to measuring Facebook, beyond just applications, allows marketers to understand the broader picture of how their Facebook investment is performing.”

Making Sense Of It All

The Webtrends Optimize platform allows users to test content in real-time. Add that to the massive level of popularity Facebook has reached and the climbing interest in social media marketing, and you get a ton of campaigns and investments being made within the social network. The need to optimize them seems like a natural next step.

"Giving marketers the ability to optimize Facebook campaigns is an important step for us,”  continued Kaykas-Wolff.  “With the ability to measure ads, custom apps and tabs, Flash, and testing, Webtrends undoubtedly provides the most comprehensive way to measure and optimize what marketers are doing inside the most densely populated and active site on the web.”

Meanwhile, Coremetrics offers a similar solution. Fully integrated into the Coremetrics Optimization Platform, Impression Attribution enables businesses to analyze how Facebook investments drive website sales and conversions. The tool links activity around Facebook fan pages, ads and applications, to behaviors and conversions.

"Facebook campaigns – just like any other marketing program – must support strategic business objectives,’ said 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."

Basically everyone's on the same page. To learn more about Webtrends' approach, head over here for a detailed look at Webtrends Optimize.