Omniture, an Adobe company and a provider of online business optimisation software, and Facebook have expanded their partnership to provide online marketers with offerings to optimise Facebook as a marketing channel.
Initially, Facebook and Omniture will focus on automating Facebook media buying and access analytics that measure customer engagement on the social networking site. The partnership builds on the Facebook analytics and Facebook application analytics capabilities Omniture announced last year.
Omniture said that the alliance can help companies integrate Facebook as a marketing channel in order to connect to and have relevant conversations with Facebook’s users. It allows companies to better understand and optimise the impact and ROI of their Facebook investments; and marketers will be able to incorporate Facebook as an integral part of their unified, multi-channel marketing mix.
With the new offering, Omniture customers can now utilise SearchCenter Plus, which is the combination of the company’s search engine marketing management application with new functionality for purchasing Facebook Ads. They can also compare Facebook ad campaign metrics alongside other media channels.
In addition, Omniture customers can now generate reports specifically designed to understand ad effectiveness for some of the elements of Facebook such as Pages and applications.
Josh James, senior vice president and general manager of Omniture Business Unit, said: “It is evident that marketing is undergoing a significant transformation as more digital innovations and channels emerge.
“Accordingly, more and more of our customers’ customers are using Facebook. With this collaboration between two market leaders, Facebook and Omniture will provide the new tools online marketers need to connect with the right customer at the right time in the world of social media.”