Omniture, Inc. (NASDAQ: OMTR), today announced a new feature for SiteCatalyst customers that allows online marketers to measure brand activity on the popular microblogging site Twitter. This new service offering, developed by Omniture Consulting, is available to all SiteCatalyst customers and is the first online analytics solution providing actionable insight based on Twitter data.

Omniture customers can import Twitter data into SiteCatalyst, allowing them to answer important questions about their business, such as “who is talking about my brand and who are we reaching?” Furthermore, online marketers will be able to identify brand advocates and brand detractors. Product managers can also identify important features requests and recommendations from their most loyal users as they plan their product roadmaps. The SiteCatalyst integration with Twitter data also enables marketers to take advantage of the SiteCatalyst real-time alert feature, which can be used to send e-mails and SMS messages to mobile devices based on pre-determined criteria, such as a spike in mentions of brand-related terms. The integration can also be used to classify Twitter users into marketing segments such as customers, vendors, employees, and more.

In the quickly-evolving environment of Twitter, marketers need actionable insight into what people are saying about their brands. In addition to general brand-related alerts, this solution allows marketers to create an unlimited number of “keyword” reports that will scan full “tweet” text and route relevant “tweets” to corporate employees based upon specific keywords of interest to them. For example, product managers can specify the specific terms they are interested in and receive reports containing all “tweets” mentioning their brand and those keywords without having to manually monitor the Twitter service. This automation saves marketers time and allows them to receive relevant information as needed. Marketers can also use this functionality to monitor competition in a similar manner.

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