With the release of our Gen­e­sis APIs last year, Omni­ture put the power to build inno­v­a­tive exten­sions and inte­gra­tions for our prod­ucts in the hands of indi­vid­ual devel­op­ers. Through this effort we expected to speed up inno­va­tion and broaden cus­tomers’ abil­ity to mea­sure and opti­mize across both exist­ing and emerg­ing chan­nels in the ever-changing online mar­ket­ing landscape.

It’s very sat­is­fy­ing to see devel­op­ers in action, ful­fill­ing that plat­form promise. One great exam­ple of this has been the social media exten­sions that the Omni­ture devel­oper com­mu­nity has cre­ated. Social media has emerged as a crit­i­cal chan­nel for brand devel­op­ment and aware­ness. We all know the social media mar­ket­ing mantra… you don’t con­trol your brand any­more… con­sumers do. As a result, com­pa­nies are strug­gling to under­stand exactly how their brands are per­form­ing across the social media universe.

Omniture’s devel­oper com­mu­nity has cre­ated an inter­est­ing set of apps to respond to this grow­ing need. Omniture’s own Adam Greco cre­ated a Twit­ter track­ing appli­ca­tion that was released at our 2009 sum­mit. Egbert Cor­po­ra­tion cre­ated an appli­ca­tion for track­ing page-level sta­tis­tics on a vari­ety of social media plat­forms includ­ing Face­book and LinkedIn. Omni­ture built a Site­cat­a­lyst exten­sion that enables devel­op­ers to track the per­for­mance of their appli­ca­tions on Face­book. Recently we’ve seen more evolved, feature-rich social media brand track­ing appli­ca­tions based on Adam Greco’s orig­i­nal Twit­ter Track­ing work. Hila Strong and Jason Thomp­son from Spark Net­works cre­ated a rich new set of report­ing fea­tures with their Twit­ter brand track­ing exten­sion. Earth­bound Media Group, an Omni­ture part­ner, took things one step fur­ther by intro­duc­ing brand track­ing for both Twit­ter and Tech­no­rati, pro­vid­ing cov­er­age for both the micro-blogging and tra­di­tional blog­ging universe.

From a plat­form tech­nol­ogy per­spec­tive, one of the cool things about many of these social media exten­sions is they rep­re­sent the first gen­er­a­tion of organic Omni­ture API-to-Third-Party API inte­gra­tions. The brand track­ing apps pull brand men­tions from the APIs of Twit­ter, Tech­no­rati, etc and send them to Site­Cat­a­lyst Report Suites using Omniture’s Data Inser­tion API. This type of data aggre­ga­tion is the foun­da­tion of the future of inter­ac­tive mar­ket­ing. In the future, mar­keters will rely on this kind of cen­tral­ized data store to sense and respond to mar­ket­ing activ­ity from a com­pre­hen­sive array of sources. For exam­ple, as more com­pa­nies actively engage and make invest­ments in the social media chan­nel, they’ll want to know the value derived from their efforts and be able to answer ques­tions such as:

Do brand men­tions gen­er­ate lift to my web­site traffic?

What impact do brand men­tions have on cus­tomer acqui­si­tion costs for my search, dis­play, and other online channels?

Do brand men­tions affect my web­site con­ver­sion rates?

Ini­tially, these ques­tions will be answered through human dri­ven analy­sis of the met­rics gath­ered by appli­ca­tions such as the Twit­ter + Tech­no­rati track­ing appli­ca­tion. Over time, more sophis­ti­cated algorithmic-driven ana­lyt­ics and opti­miza­tion will be avail­able to help mar­keters under­stand the cross-channel impacts of their var­i­ous cam­paign activ­i­ties. It’s an excit­ing future to con­tem­plate and one wholly dif­fer­ent from the frag­mented world mar­keters live in today. Omni­ture is poised to sit at the cen­ter of this new world, as the only com­pany in the indus­try with mea­sure­ment capa­bil­i­ties that touch every stage of the online mar­ket­ing fun­nel. Our Devel­oper Community’s social media exten­sions are a reflec­tion of this cen­tral­ity and our platform’s abil­ity to quickly adapt to emerg­ing trends in the online mar­ket­ing industry.