Analytics firms embrace social media tools

US-- Analytics provider Webtrends is to incorporate social media insight into its services through a partnership with social media researcher Radian6.

Webtrends Social Measurement is now available as part of the Open Exchange Program, through which the firm integrates its tools with those of other marketing services providers.

The firm said the new offering is aimed at “helping Webtrends customers marry their onsite consumer data with deeper insights into brand conversations and trends in social media, leading to better visibility of end-to-end customer engagement”.

Meanwhile in the UK, Beyond Analysis has integrated its Reputica analytics application with Netemic's iFeed social media research tool.

By using the capabilities of iFeed to harvest the data and Reputica to track sentiment in the content found, the new analysis tool aims to “predict and prove market trends through the millions of online conversations and postings across the internet”.

Paul Alexander, CEO of Beyond Analysis, said: “All the information you need to make informed decisions is out there on the net – the issue is controlling and analysing it to reach the definitive conclusion. By bringing together these discovery and analytics engines we have created the means to reach this mine of critical information.”

Author: Robert Bain