View all newsletters
Receive our newsletter - data, insights and analysis delivered to you

Omniture, Facebook team up on social media marketing

To expand Omniture's online marketing suite for Facebook advertisers

By CBR Staff Writer

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.

Content from our partners
How designers are leveraging tech to apply the brakes to fast fashion
Why the tech sector must embrace faster, smarter talent recruitment
Sherif Tawfik: The Middle East and Africa are ready to lead on the climate

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.”

Topics in this article :
Websites in our network
Select and enter your corporate email address Tech Monitor's research, insight and analysis examines the frontiers of digital transformation to help tech leaders navigate the future. Our Changelog newsletter delivers our best work to your inbox every week.
  • CIO
  • CTO
  • CISO
  • CSO
  • CFO
  • CDO
  • CEO
  • Architect Founder
  • MD
  • Director
  • Manager
  • Other
Visit our privacy policy for more information about our services, how New Statesman Media Group may use, process and share your personal data, including information on your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.
THANK YOU