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BizReport : Ecommerce : October 11, 2011

BrightEdge release brings scale across sites, search, social

The way consumers are talking over the Internet and the sheer volume of chatter can be deafening to many brands. A new release from BrightEdge may change that by first analyzing chatter across the segments of websites, search and social marketing and then bringing scale to the areas.

by Kristina Knight

"The Internet is changing how companies engage with customers, and the rise of social networks and sharing is accelerating a user driven approach to marketing," said Jim Yu, CEO of BrightEdge. "Just as strategies to manage and optimize search were essential for marketers during the past decade, CMOs will now require new tools in the next 10 years to leverage the torrent of data their customers generate everyday across site, search and social channels."

Called BrightEdge S3, the platform analyzes the chatter from search engines and social networks while at the same time analyzing the information consumers use on websites to correlate their interests. Why do brands need this kind of help? According to Facebook and Twitter, their platforms are each driving hundreds of millions of conversations daily; that kind of volume is impossible to manage on your own.

"Technology to address the scale of customer web sites, searches across the globe and nearly a billion social network users has only recently been possible," said Lemuel Park, CTO of BrightEdge.

Through the platform brands can measure and manage consumer engagement with their Twitter and Facebook profiles, measure the value in paid and organic search and link departments to ensure search efforts stay true to the campaign. The platform also audits current social campaigns and goals to better leverage social media for the brand.

Tags: BrightEdge, online advertising, online campaign management, search marketing, social marketing

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