The technology track

Mashable, a US-based Web 2.0 news service, has reported that Twitter measurement functionality has been added to Omniture's web analytics product – SiteCatalyst. Omniture customers will able to “identify brand advocates and detractors, categorise Twitterers as customers, vendors, or employees, and get real-time alerts via email. Users will even be able to generate limitless keyword reports, via tweet text scanning. It's been a busy month for Omniture, thecompany has also unveiled what it claims to be the industry's first unified onliner marketing suite designed to optimise ad spend and customer conversion. The suite consists of a portfolio of applications for visitor acquisition, conversion, online analytics and multi-channel analytics. The product garners data from across web, mobile, video, social media, our-of-home, point of sale and call centres.

Avinash Kaushik, the man behind the web analytics blog Occam's Razor, has teamed up with iPerceptions to produce the 4Q website survey solution. The product has been designed to capture visitor feedback and visit frequency. Users can cross-tabulate this data with task completion and site satisfaction metrics in order to “gain a clearer understanding of how well their sites are catering to the needs of their diverse visitor segments.” Kaushik helped steer the development of the new product and said, “It is a crime of the highest proportions not to segment your visitor base when doing any type of analysis. With new segmentation capabilities, users are now able to efficiently and quickly pinpoint specific action items for use in helping to convert or retain their most valuable visitor segments.”

Atomic Labs has launched the latest incarnation of Pion, its real-time web analytics package. New features in Pion 1.1 include high-peformance passive web capture, new web analytics integrations, new processing reactors and a streamlined user interface.

Coremetrics has rolled out what it claims to be the first solution to analyse the value of online marketing campaigns that occur outside a company's website. Coremetrics Impression Attribution connects online behaviour to a range of marketing campaigns that consumers are exposed to across the web. Companies will receive an integrated view of what display ads, widgets, syndicated videos, microsites or other online campaigns drove people to the company's website.

Xtract has debuted the latest version of its social intelligence solution, Social Links 3.0.??Social Links 3.0 comes with a new graphical interface for operators to view and understand subscribers' social behaviour.??Xtract Social Links analyses social interactions, behaviour and demographic data that mobile operators and online companies have on their customers and members, to create accurate, automated consumer profiles. The new interface is customisable and the company claims it “offers vast possibilities for customer insight”. The new version will be available for first customer deliveries at the end of this month.

Two new research tools have been launched by Ipsos Marketing. PerceptorPlus advises consumer product companies on how to optimise consumer share of choice and increase loyalty to their brands. The new tool uses a dynamic, predictive model that considers all aspects of a brand's composition. BrandStretch helps companies identify categories that represent the best opportunities for extending their brand. Lauren Demar, CEO of Ipsos Marketing said, “Brands behave similar to living beings, so it is important for Marketers to understand what feeds the brand, what growth potential it has, and how consumers will interact with it. These two new products enable Marketers to nourish and grow their brands. PerceptorPlus takes a holistic view of the brand's essence—its body and soul—and BrandStretch examines opportunities to give a brand new life in different categories. Knowing how and where a brand can grow will allow it to thrive and succeed.”

Revenues at Peanut Labs grew by 300% in 2008, which according to the firm, makes it the ‘fastest growing sample source in North America'. The company has also launched I-frame, a new platform to deliver surveys to respondents within social networks.?It has been designed to make respondents feel as if they are part of the social experience. Recruitment, incentives, and surveys are delivered as part of a ‘fun activity', and Peanut Labs says that as survey respondents have not gathered for the sole purpose of taking a survey, response rates are substantially over the industry norms at an average of 29%.

Experian has launched its Marketing Services suite across Asia Pacific. The suite delivers insights into customers' behaviors and spending habits and can be applied across direct marketing channels, online and mobile platforms. Key functionalities include: Access to a complete marketing data universe, customer segmentation and modeling, contact data management, fact-based contact strategies, digital marketing services, database and campaign management, multichannel response analysis, email campaign performance monitoring, online competitive intelligence and in-store traffic management.

Survey software firm Vovici has appointed Dutch online marketing agency Netprofiler as a reseller for Vovici v4.

Online customer insight software provider Speed-Trap has, via an extension to their Patented Dynamic Collection technology, launched the capability to capture detailed data on website visitors' interaction with Rich Media applications, such as Adobe Flash, Windows Media Player or QuickTime. Malcolm Duckett, vice president of operations at Speed-Trap, said, “An understanding of a visitor's interaction with your website is no longer limited to a sequence of viewed HTML web pages and duration on each one. Instead, websites are using rich media to to deliver a more engaging and emotionally-involving user experience, and so being able to understand how visitors interact with and use these features is essential.”

Eye tracking and eye control firm Tobii Technology has launched its Tobii Eye Tracker Integrated System. The off-the-shelf eye tracking solution has been designed for medium and mass market demand.

Volomedia has revamped its reporting platform, allowing customers to drill down and run correlations. The reporting platform is also now fully accessible through Apple's iPhone.

Utopy, a provider of customer intelligence and performance optimisation solutions powered by speech analytics, has struck a distribution partnership with Singapore-based INS Indriya. Utopy's flagship product SpeechMiner will be made available to enterprises in the region.