March 19, 2009, 12:00 AM

Web analytics, say hello to Twitter

Omniture has introduced a new feature for its SiteCatalyst analytics technology that imports conversations on Twitter so retailers can measure what is being said about their brands on the increasingly popular social network.

Web analytics vendor Omniture Inc. is offering a new feature for its SiteCatalyst customers that enables online marketers to measure brand activity on the increasingly popular social network Twitter.

This feature is enabled by Omniture’s recently announced Genesis APIs, which allow developers to integrate Omniture’s open platform with external sources to get a deeper view into online business-in the case of Twitter, a measure of consumer sentiment around brands and products. The new Twitter feature, developed by Omniture Consulting, is available to all SiteCatalyst customers and is among the first online analytics solutions providing insights based on Twitter data.

According to Forrester Research Inc., approximately 5 million U.S. Internet users use Twitter, a service that lets people-and marketers-send frequent, short updates to their followers. Twitter is uniquely valuable to marketers because it’s more immediate and interactive than any other digital channel, says “Using Twitter for Groundswell Objectives,” a Forrester Research report released earlier this month. All marketers should look into Twitter, the report states, starting with securing their brand identity and monitoring existing chatter.

“This solution is another step in our ongoing commitment at Omniture to expand the functionality and capability of our Online Marketing Suite,” says Gail Ennis, senior vice president of marketing at Omniture. “Online marketers recognize the importance of brand reputation management in the social media environment. This service offering will leverage the Omniture open API platform to help our customers bring actionable Twitter data into their SiteCatalyst dashboard and help drive important decisions about their brand.”

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