Adobe Empowers Brands: Adobe SocialAnalytics To Measure Effect Of Social Media

Posted: May 22, 2011 in Brand management, Social Media
Tags: , , , , ,

A few days ago, Adobe Systems Incorporated announced the beginning of beta stage for Adobe SocialAnalytics, which is a tool allowing online advertisers to measure, monitor and monetize the efficiency of campaigns launched through social media websites.

The new application is a part of Adobe Online Marketing Suite. More importantly, this online marketing suite is powered by Omniture, an open and integrated platform for online business optimization. Thanks to Omniture, brands can better undertand customers with the increased metrics of customer attraction, communication and retention.

Let’s look at the main function of Adobe SocialAnalytics: It is not only to collect the information about the relevant activity in social networks and online communities (such as social media platforms like Facebook and Twitter, YouTube, blogs and forums) but also to analyze the collocation between this activity and key business figures in addition to brand perception.

Although the master version of the application is planned for release in late 2011, currently Vodafone, MTV Networks and General Motors are beta-testing the app according to marketingweek.co.uk.

Through social engagement we can offer responsive customer service, enhance customer engagement and drive contextual messaging. With the ability to tie our efforts to key performance indicators such as onsite behaviour patterns and customer satisfaction we can further optimise the social experiences we provide.” said Chris Jenkins, head of global online performance at Vodafone about the new software product introduced by Adobe.

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