Adobe (news, site) churned out a couple of new brand monitoring features for SiteCatalyst at this year's Omniture summit, as well as an entirely new product called SocialAnalytics that's sure to shake up the social media marketing pool.
Adobe SocialAnalytics enables customers to monitor and measure social conversations about their brand or product on popular platforms, including Facebook, Twitter and YouTube (45 sources in total).
Social media marketing tools is a burgeoning pool, but Adobe's latest addition aims to set itself apart by including the tight integration of web analytics data with social brand or keyword mentions. In layman's terms, this means the product can detect when a brand is mentioned, and roughly how many followers the mentioner involved had. This information can then be sliced and diced web analytics style in order to see what further effect it might have on product sales.
"Omniture’s SocialAnalytics allows users carte blanche ability to create custom metrics and report on them within SiteCatalyst and even leverage in report builder and other Omniture functions," explained John Lovett of Web Analytics Demystified. "This is a revolutionary step in controlling the way that social is currently measured because it introduces a level of customization that was formerly absent."
Adobe says SocialAnalytics took about three years to produce, but it sounds like it will prove to be time well spent. After all, major competitors -- namely Coremetrics and Google Analytics -- do not yet offer this level of social media insight.
Beta testing will begin in April, rollout is scheduled for May, and you'll be able to get your hands on it in July.
Adobe also announced a new version of SiteCatalyst, which was built on the company's new platform. Enhancements include:
- Real-Time Segmentation – SiteCatalyst customers can now filter reports by segments such as Facebook users, mobile traffic, visitors who have watched a video or any other custom-defined segment in real time.
- Ease-of-Use and Faster Time to Insight – A new user interface features customizable, interactive overview reports.
- New SiteCatalyst iPad App – This new analysis app has been optimized for the capabilities of the iPad and enables marketers to manipulate SiteCatalyst data for deeper analysis and insight while on the go.
"Customers are already raving about the Suite’s enhanced abilities to help them pull understanding and actionable insight out of a growing maelstrom of data," claimed Brad Rencher, vice president and general manager, Omniture Business Unit, Adobe. "We are delivering on our promise to make digital marketing easier so that marketers spend less time on technology and more time on what they do best, marketing.”
The updated version of SiteCatalyst will be generally available in Q2 of 2011 for new customers, while existing customers will be migrated over time. Keep tabs on both releases here.