Omniture Adds Twitter Analytics for Brands

This new tool was announced while I was at the Omniture Summit Feb 17-20. Very cool and very useful for all brands, especially those looking for that edge - knowing what’s coming next.  Personally, I’m really looking forward to implementing this or at least something like it into my daily grind.

The key insights discovered through social media will likely be much more useful and meaningful to content creators and community managers than info from any other source of web analytical data.  The standard KPI’s will remain important, but for those people focusing on the user experience and engagement levels it will be key to monitor the social web efficiently and effectively as well.

When it comes to content sites, it’s easy to see that Twitter Data Tracking will help us dive deeper into the mind of the reader and uncover a slew of insights, answering these questions:

• How often is our brand/site being mentioned on Twitter and in what context?
• What keywords and topics are driving traffic (today, this week, this month)?
• Is there ever a spike (positive or negative) in brand-related terms (in a week, day or even hourly)?
• Who are the people most often mentioning the brand/site and who are they communicating with the most?
• Who are the influencers & how can we connect?
• When & why are people mentioning key articles, writers and site features that web designers & content producers should know about?