Michael Lamontagne

This is really old news but I thought it might be good to bring up again. Omniture SiteCatalyst allows Twitter mentions to be integrated into the dashboard. I recently remembered that SiteCatalyst has this functionality when I was thinking about social media measurement for a client.

Here is a link with instructions on how to integrate SiteCatalyst and Twitter.

http://blogs.omniture.com/2009/02/23/integrating-twitter-into-web-analytics-inside-omniture-sitecatalyst/

I just finished readying a Forrester Wave report on Attribution Management companies. Below is a link to the Forrester report.

Q4 2009: Forrester Interactive Attribution

The report found that a company called ClearSaleing offers the best solution for interactive attribution management. Based on a recent review and product demo of ClearSaleing, I certainly understand why ClearSaleing came on top. Their dashboard is easy to understand and can help companies better understand how each digital media is important to the purchase path. It is important to note that I have only reviewed ClearSaleing in great detail.

Forrester Wave Interactive Attribution

In recent months I have become increasing interested in attribution modeling largely due to frustration of the last click model. While there are many studies that discuss how different online media such as search and display work well in tandem and can generate a lift in key metrics, there didn’t appear to be a great way of measuring this impact easily. The companies outlined in the report have taken great efforts to help clients measure the impact and importance of different media and how they work together to achieve a specific goal.

The one area of weakness across all attribution management solutions is the lack of an offline measurement component. Some companies offer solutions to help address the issue but it is not comprehensive and leaves much to be desired.

I encourage any company or person who is interested in using measurement as a key part of their business practices to consider looking into attribution measurement.