App measurement platform rolled out for Facebook

by Dan Leahul, Brand Republic 29-May-09, 10:45

LONDON - Omniture has launched a tool that allows marketers to measure the popularity and success of their Facebook applications.

The App Measurement tool builds on Omniture's SiteCatalyst analytics platform and measures user engagement with Facebook apps, which can be gauged against other online channels, including mobile and video.

Brett Error, chief technical officer at Omniture, said: "The relatively young phenomenon of social media has forced marketers to rely on experimentation to tap into that potential.

"The App Measurement for Facebook solution will deliver actionable insight concerning Facebook applications and help marketers develop data-driven social media marketing strategies that support and positively affect efforts across other online channels."