theclickscount.com

This week I had the pleasure of getting some hands on time with Omnitures Viral Video Measurement tools. The service integrates directly into sitecatalyst and can be found under the standard video menu, the option is called video sharing. The tool differ’s from the standard offerings in sitecatalyst in the sense that it is actually an interface for integrating reporting on off-site content aka viral video. The component parts of the tool consist of a search interface which will do a meta search across popular video aggregators based on keywords. 

Omniture Viral Video Tool

Videos are displayed along with any associated meta data such as total views, author, comments and user ratings. Included on the page is a embedded player to preview any video found with search. You can save a search which adds it to your video sharing homepage which indicates if new videos arrive that match your search terms. 

Where this gets interesting is that you can select single or multiple videos and add them to a watch list. You can add as many watch list as you like. Once this is done Omniture will periodically poll the source data from the relevant video aggregator and actually create a report in sitecatalyst which tracks the perfromance in terms of views, comments, average user score etc. Most of the standard dashboard and report controls are present with the exception of alerting, so this data is ready for integration into the rest of your reports. 

The solution is simple and effective, an impressive value add to organisations who invest in online video. You don’t need to be using the standard sitecatalyst video reports to take advantage of this service. It points to a potentially exciting direction for the sitecatalyst tool where integrating non-standard analytics solutions to measure what’s happening off site with out dealing with data sources could be a powerful thing. Hopefully Omniture will consider integrating their developer connection twitter hack into a fully fledged integration like this one. Better still open up this reporting framework for off site access to data to the developer connection community and let the world create interesting integrations that are easier for customers to take advantage of. 

Nice work and check it out if you get a chance.

The key announcments are the following

Viral Video Measurement - A tool for automatically searching viewing and recording the spread and popularity of video across key online video services such as youtube. Uses the standard sitecatalyst engine to report on this data, quite nice little value add feature. Not sure if its included by default yet or some other costing model. Omniture to Deliver Viral Video Measurement Via the Online Marketing Suite.

24×7 Real Media Integration via Genisis - I think this is potentially one of the biggest steps forward for the publishing industry. This integration allows you to use sitecatalyst segments to target ad’s very cool, but also allows for the ad server data to sit along side your analytics data. Not sure again of the costing model around this but could be the holy grail in terms of publishing platforms. Omniture and 24/7 Real Media, a WPP Company, Forge Publisher Side Analytics and Ad Serving Integration, Expand Online Marketing Suite. 

CMO Dashboard - Got a brief peak at this in action. From what I can tell its integrated into the Omniture marketing suite and is a bit like igoogle in presentation. Each row has sparklines at the end. You can integrate third party data to get one consolidated dashboard. Not sure if you can can control the dashboard in the same way as a standard dashboard e.g e-mail it etc. Certainly looks like it will be useful. As ever no news on if this is at an extra license cost or not.