Webtrends Targets the Future of Social Marketing

By Chelsi Nakano Aug 10, 2010

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Webtrends (news, site) finalized the acquisition of an application development platform called Transpond this morning. Does this mean a step up for social media marketing? We think so.

Meet Transpond and Webtrends Apps

Until now, Transpond was a privately-held provider of development tools for building applications like quizzes, polls, games and interactive commerce. These modules could then be distributed across multiple digital channels, such as mobile devices, Web platforms, and even connected televisions.

With the acquisition, Webtrends now gets to fold all of that goodness into their new Webtrends Apps offering. Webtrends Apps enables non-programmers to create and measure native applications for Facebook, MySpace, iPhone/iPad, Android and Nokia.

Injecting Analytics Everywhere

Why is this a big deal? According to Webtrends, the average person spends 6 hours a month during 19 sessions on Facebook, and you don't have to look very far to see how well the whole smartphones thing is coming along. Tapping into these two areas in a new, innovative way is key.

John Lovett of Web Analytics Demystified puts it like this:

"…the way I see it, Webtrends is tuned into the fact that more and more organizations are developing content that will live and breathe off-site. That’s a domain that Web analytics has traditionally not been able to capture without some fancy footwork because most Web analytics solutions rely on tracking contained within the pages of your primary websites. While tracking within apps is not new either, this acquisition opens up the possibility of integrating behavior with applications that exist off your site into the data soup that is digital analytics."

Maintaining Consistency in Modern Marketing

What's also great about the acquisition is that because the same apps can be delivered across so many different channels, it will enable companies to be way more consistent when it comes to voice and branding.

Further, the Webtrends Apps Studio manages campaigns in such a way that when updates are made to your content or branding, that data is then re-deployed across all your channels.

“It’s an exciting time," said Alex Yoder, CEO, Webtrends. "Our traditional competitors are absorbed by larger companies. They’re chasing media revenue. Meanwhile, we are 100% focused on solving the challenges of tomorrow’s modern marketing."

Ready to step into the future? You can check out more details about Webtrends Apps here.