Sysomos has taken web analytics to a whole new level with a new service that measures social media ROI. It’s called Sysomos Audience, and it’s giving site owners the opportunity to look at their potential customers in a whole new way. Audience takes traditional analytics a step further by not only telling you who referred your visitors, but where else they have been on the Web and what they have been doing there.
Traditional web analytics only tell you what is happening on your website. Audience tells you what your potential customer is doing – which of your competitors has he researched and which sites has he has visited. Audience then assigns a dollar value to each visitor, based on engagement. A visitor that came to your site by chance from clicking on a random news article will have a much lower dollar value than a visitor that has also visited four of your competitor’s websites, read 2 articles about your products on blogs, done a Google search for your company and filled out a form on your site. Visitors are organized as leads, so you can follow up with those with the highest dollar value.
Audience also tells you which blogs and social media sites are impacting your most valuable visitors. Traditional analytics may tell you that you are getting a lot of referrals from ten different blogs. However, only Audience can tell you which of these blogs are referring your most valuable customers. With this information in mind, you can work to strengthen your relationships with the right bloggers and social channels in order to increase your valuable visitor base. By focusing your resources on the right channels you can greatly increase your ROI.
Nick Koudas, CEO and co-founder of Sysomos, explains it best when he says, “Audience tells you why someone visited your site, their importance and potential value. Audience helps you optimize your social strategy by providing the ability to really understand what is working and what isn’t in your social marketing campaigns and engagement efforts.”
Though Sysomos hasn’t revealed how Audience does what it does, it is clear that this service will revolutionize analytics and the way we view our potential customers. What impact do you think Audience will have on the future of web marketing?
