Facebook unveils more analytics partners for campaign measurement
Facebook is attempting to capitalise on its marketing potential by partnering with a number of web analytics firms to help marketers plan, track and measure campaigns more effectively.
The social networking site has just unveiled deals with Adobe’s Omniture and Coremetrics and last week also announced that it was working with Webtrends. The aim is to help the site become a more quantifiable marketing channel so that it can generate more money from its 400 million active users.
The arrangement with Omniture is intended to build on a partnership announced last year to create Facebook analytics software. The latest move will see the two companies release two new packages – Facebook Media Buying and Facebook Analytics and Optimization - although others are planned in the customer acquisition, conversion and retention space.
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