Twitter Gets Brand-Tracking Tool
Omniture says its SiteCatalyst program provides analysis of what Twitterers are saying about brands.
Does Twitter have business value? Those who think so may have a new weapon in the ongoing debate, thanks to Omniture. The Web analytics firm released a new feature service for its SiteCatalyst service, designed to measure the brand impact of what’s being said on the popular microblogging site.
Omniture’s service not only aggregates comments based on keywords, like a brand name, but also lets users segment the results into categories. For example, a cereal company named Flakos could break out mention of the brand name with other keywords, such as "Flakos" and "Great Taste" or "Flakos" and "Overpriced".