Omniture Releases Analytics Tools for Facebook

omniturelogoWhile 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:

  1. Marketers will be able to understand which user demographic segments are adopting the application most vigorously.
  2. Marketers can segment users by number of friends they have, or by the social activity performed.
  3. Which users invited their friends to use an app.
  4. What sections of the app Facebook users spend the most of their time.
  5. 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 Facebook Analytics

Omniture executives say the new addition to its SiteCatalyst product will demystify the questions many marketers might have about their Facebook efforts.

“The relatively young phenomenon of social media has forced marketers to rely on experimentation to tap into [its] potential,” Brett Error, CTO and executive vice president of products at Omniture, said in a statement.  ”The App Measurement for Facebook solution will deliver actionable insight concerning Facebook applications and help marketers develop data-driven social media marketing strategies.”

Conclusion

Overall, this appears to be a solid product that should help many companies understand the value of their Facebook efforts, and, by that same token, where they could use improvement. Companies often talk about the launch of their Facebook pages and apps, but not always about the results they yield. We hope such products will illuminate just where companies have enjoyed success and suffered failures on the platform, allowing everyone to learn from them.

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Leave a Reply

14 Responses to “Omniture Releases Analytics Tools for Facebook”

  1. Nick Stamoulis says:

    This is good for those who are always trying to figure out exactly how their efforts are paying off.

  2. @ROI says:

    Can you give a sense of the ROI of using this app? What is the price? I’m wondering how much in Facebook app performance increases is required to pay it back?

  3. William Roth says:

    Are there better analytic tools for pages? The insights that facebook provides are lacking IMO.

  4. Justin Smith says:

    William, right now Facebook offers its own analytics tools for Page administrators called Insights. It recently went through an upgrade. However, they currently don’t have an API for third parties to build analytics services for pages.

  5. SearchCap: The Day In Search, May 28, 2009 says:

    [...] Omniture Releases Analytics Tools for Facebook, Inside Facebook [...]

  6. LW says:

    This is good for those who are always trying to figure out exactly how their efforts are paying off.

  7. Roundup: AOL spinoff, secret newsmeeting, and more » VentureBeat says:

    [...] expands social media analytics — Inside Facebook has a [...]

  8. TechDozer » Roundup: AOL spinoff, secret news meeting, and more says:

    [...] expands social media analytics — Inside Facebook has a [...]

  9. Facebook 用アクセス解析ツール - Facebook Facial Operations says:

    [...] Omniture Releases Analytics Tools for Facebook Share this on FacebookShare this on del.icio.usDigg this!Buzz up!Share this on TechnoratiPost this [...]

  10. Sudha Jamthe says:

    @Justin, do you have any comparison of how Omniture’s App Measurement compares to Sometrics, KissMetrics, Developer Analytics etc. for apps.

    It will be cool if Omniture can integrate Apps and Brand pages metrics in one place now that facebook is coming with Pages for Apps.

    Also is this standalone or integrated into an Omniture Web license?

  11. Discours de Barack Obama au Caire du 5 juin 2009 - blAblAwEb - le blog de Stephane Zibi - Blog LeMonde.fr says:

    [...] et qualitativement afin d’obtenir des indicateurs de réussite. J’ai lu qu’Omniture lançait des outils pour Facebook, qu’Unica y travaillait aussi mais il manquera aussi toutes [...]

  12. 1-800-Flowers Gets Analytics Tool for Measuring Facebook-Based Retail Sales says:

    [...] of an app users spend time on, and how all of this engagement leads to actual sales. It launched a Facebook app measurement version in late May. The tool has now been integrated by Alvenda, a company that builds white-label [...]

  13. 1-800-Flowers Gets Analytics Tool for Measuring Facebook-Based Retail Sales | GoSocial.dk - Social Media Marketing says:

    [...] of an app users spend time on, and how all of this engagement leads to actual sales. It launched a Facebook app measurement version in late May. The tool has now been integrated by Alvenda, a company that builds white-label [...]

  14. aimClear’s 2009 Daily Training Link Library » aimClear Search Marketing Blog says:

    [...] Omniture Releases Analytics Tools for Facebook, Inside Facebook [...]

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