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BizReport : Advertising archives : June 06, 2013

New comScore, Anametrix tools offer brands more analysis

It isn't enough for a business to have a web or social media presence. Brands need to be able to analyze how their presence is influencing consumers, across platforms and across screens. Two new tools help to do exactly that.

by Kristina Knight

First, from Anametrix, a cloud based, real time analysis suite for the social space. The tool allows businesses to aggregate social media data in a single location for better analysis.

"Although social media marketing has become ubiquitous for businesses, the nature of social media makes it difficult to demonstrate the business impact. The Anametrix Social Analytics solution allows marketers and social-media teams to finally demonstrate the value of social-media efforts, the impact on revenue and how these activities fit into the overall marketing mix," said Pelin Thorogood, CEO, Anametrix."

With Anametrix Social Analytics brands can:

• House all social data under a single dashboard
• Assess how social media campaigns are impacting website visits and paid media
• Analyze customer engagement patterns
• Identify campaign influencers' impact

And from comScore, the Digital Analytix Multi-Platform, an analytical tool set up to offer brands insight into customer behavior across devices.

"With the introduction of Digital Analytix Multi-Platform, we are now bringing this expertise to enterprise analytics to help publishers and retailers understand the behavior of their customers across platforms," said Jodi McDermott, vice president at comScore. "Using more sophisticated logic to associate disparate multi-platform engagements with a single customer, Digital Analytix Multi-Platform provides unparalleled insight into the complete customer journey from acquisition to conversion. Accurately accounting for these behaviors gives businesses the metrics needed to enhance the customer experience, develop more effective marketing strategies and, ultimately, drive brand loyalty."

The new tool is built on the existing comScore Digital Analytix tool, which analyzes behaviors across the digital space. By including an option to view those behaviors across devices, brands should gain insight into how different devices influence customer behaviors.

Image via Shutterstock

Tags: advertising analytics, advertising tools, Anametrix, comScore, online advertising

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