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Webtrends, the global leader in digital intelligence, announced today new updates to social measurement capabilities for its Analytics On Demand product, as well as the availability of comprehensive Social Measurement Solutions. These innovative solutions combine Webtrends advanced technologies with social strategy, implementation, analysis and optimisation expertise to enable marketers to quickly and simply achieve success in the increasingly critical discipline of social marketing.

“Our new social measurement solutions were designed and built specifically with the social marketer’s challenges in mind,” said Steve Earl, Director of Product Marketing, Analytics, Webtrends. “Increasingly, marketers are focusing on social channels, particularly Facebook, Twitter and YouTube, to meaningfully and profitably engage with customers. Measuring engagement and understanding social marketing success in the context of other digital channels has been extremely challenging for marketers. Our solutions address those needs.”

Webtrends’ Analytics On Demand, the unified platform for digital measurement, provides detailed measurement, intuitive dashboards and out-of-the-box reporting for social, mobile and site. With today’s announcement, existing Facebook reporting from Webtrends has been enhanced to include insight into the nature, influence and success of Facebook Page posts. In addition, the capability to measure engagement and success of YouTube and Twitter channels is now available.

New YouTube measurement capabilities provide an understanding into customer engagement, content viewership and campaign performance – whether videos are hosted on YouTube or embedded on a brand’s website. And with the addition of Twitter measurement, marketers can now better understand what content inspires engagement, what doesn’t, and which tactics could be repeated or amplified to inspire new and existing customers.

Facebook Measurement and Social Measurement solutions (bundled Facebook, Twitter and YouTube measurement) are currently available for licensing to new and existing Analytics On Demand customers at extra cost to their base subscriptions.

According to an August 2012 report by Forrester Research, Inc., titled, “The State of Customer Analytics 2012”, for the marketers surveyed “social media analytics is a long-term priority”. However, many organisations lack the expertise or experience to create social measurement and marketing success. The report notes: “Although few firms have the luxury of building our large teams of statisticians, customer strategists, marketing scientists, and technologists to support customer analytics, CI (customer intelligence) teams should reach out to partners with expertise in analytics technology, analytical services, and data mining to explore what’s next for customer analytics.”

It is to serve this need to make social measurement more manageable and quickly valuable that Webtrends has created new Social Measurement Solutions.

“At Canon Europe, engaging with our customers and providing them with relevant content is critical. Thanks to Webtrends, we were easily able to understand social data, identify the relative success of our activity on Facebook and make plans to build on that success,” said Rob McLaughlin, European Web Analytics, Canon Europe.

Published on: 1:49PM on 20th August 2012