Measuring the Social Web has long been a royal pain, what with Flash, AJAX, RSS feeds, and other slivers of content mashed and remixed into a trail that even Sherlock Holmes might have trouble parsing. NuConomy, an ambitious Site Analytics startup launched in 2006, aims to restore some analytical rigor to the Social Web. TechCrunch and others have blogged it already but it merits a look. The company opened up for public use today a suite of free analytics tools. If they can deliver on what they promise, then Nuconomy could set a new standard in Web analytics and offer a killer challenge for Google Analytics, not to mention Omniture and others. Here’s a rundown of what it promises, which is a lot. (P.S. – typo on the F.A.Q.. page, marketing team)
-proactive analytics automates the tedious chores of slicing and dicing data and building customized reports.
-promises an “intelligent” data mining engine to continually monitor every aspect of site traffic and user behaviors and automatically highlight the most important things to make businesses better. (data can be retrieved onsite or via email/RSS feed)
-promises to catch formerly elusive but critical data like changes in commenting trends for a particular segment of viewers, etc
-says that companies without dedicated site analyst geeks can now fire its analyst geeks and be unfraid (sorry, analysts)
-claims its metrics measure the social elements of digital media, including Flash, AJAX, and Silverlight applications, along with page views, uniques, and other traditional analytics
-combines and packages multiple flavors of insights into real world behavior on the web (comments, ratings, video plays, sharing links, purchases)
-allows “publishers, advertisers, and business executives to finally see the people behind the numbers (???) and measure the engagement, or lack thereof, in order to cultivate relationships and brand interactions, optimize social media programs, and better monetize ads and e-commerce offerings.” A mouthful but it means mo’ money.
-Builds rich behavioral profiles, or interest maps, for each user by tracking site-level activity for individuals (would be interested in hearing more about how they plan to do this)– such as who is posting comments on bikes or sharing music recommendations with friends.
-This level of detail gives publishers a deeper understanding of user behavior so they can optimize their sites and marketing messages for different audience segments, even different individuals (I find this hard to believe – I regularly move between four computers – how would it work?)
-“features a two-way API that dynamically changes sites based on current metrics and insights, including the ability to show ads or push specific content relevant to a user’s interests.”
-easy to use with plug-ins for tracking users and traffic in WordPress, Movable Type, Community Server, and dasBlog
-partners include Technorati, Microsoft, Six Apart, Pioneer, Kaltura, and Federated Media. (heckuva partner list).
-register for free.
Video analytics and actions spurred by ineractions with widgets are other things NuConomy is offering. It’s a whole lotta package for free. If anyone out there is using it and already has an opinion, feel free to post.