Omniture integrates data from Twitter social media site
LONDON - Omniture has added a feature to its web analytics product SiteCatalyst that allows online marketers to measure brand activity on the popular microblogging site Twitter.
Omniture customers can now import Twitter data into SiteCatalyst, allowing them to find out who is talking about their brand and who they are we reaching.
Online marketers will also be able to better identify brand advocates and those who are knocking their brand online.
ADVERTISEMENT
The SiteCatalyst integration with Twitter data allows marketers to take advantage of the SiteCatalyst real-time alert feature, which can be used to send emails and SMS messages to mobile devices based on pre-determined criteria, such as a spike in mentions of brand-related terms.
The integration can also be used to classify Twitter users into marketing segments such as customers, vendors and employees.
Gail Ennis, senior vice president, marketing at Omniture, said: "In the fast evolving Twitter environment, marketers need actionable insight into what people are saying about their brands.
"For example, product managers can specify the specific terms they are interested in and receive reports containing all tweets mentioning their brand and those keywords without having to manually monitor the Twitter service.
"This automation saves marketers time and allows them to receive relevant information as needed."
Twitter: Omniture integrates data from the social media site
Jobs
- Digital Content Manager, Sage UK Limited
- , North East England
- Account Manager, Livewire PR
- £27-33K, West London
- MARKETING MANAGER :: INTERNATIONAL PROPERTY COMPANY, Dylan*
- Up to £55k + fantastic bens, Central London
- STAFFING AGENCY :: INTEGRATED AGENCY, Dylan*
- ,
Comments
Mauro Rodriguez - 06/03/2009
Twiter SHOULD NEVER BE USED as a media platform, is a very personal social media website, based on the premises that people listens to things/people that interest them, they can use it to research what people is saying about their brand, but if they start using the platform to advertise/ Spam I foresee a Massive FAIL. Think about it, how many people do you know that hangs Persil ads on their living room? Not many. Twitter is our digital home and believe me guys YOU ARE NOT invited!
IanC - 06/03/2009
Agree with part of MRs sentiment but doesn't this article relate to monitoring more than just 'spamming'. I believe it is called reputation management and reputation management is absolutely critical. Also, you are making the asumption any action would be implemented poorly but things are moving fast and the industry is finding appropriate ways to deal with these new channels.