October 9, 2012
By Judith Aquino,

Anametrix Debuts Campaign Analytics Tool

Acknowledging that marketers are seeking ways to analyze and understand the results of their multichannel campaigns, analytics platform provider Anametrix unveiled today its new Campaign Analytics product. The cloud-based technology, which is powered by the Anametrix platform, collects data from sources like Facebook, Twitter, LinkedIn, email, mobile sites, etc. which is then analyzed and visually displayed.

The technology is designed to provide B2C marketers with a "holistic view" into their many campaigns and understand their return on investment, according to Anametrix chief marketing officer Pelin Thorogood.

"As marketers we're struggling to keep up with so many new technologies," Thorogood maintains. "Campaign Analytics enables marketers to stay on top of the multichannel challenge. It lets you do campaign comparisons, examine your spend and revenue data, analyze your paid media and earned media interactions...It provides a framework that lets marketers do their analytics in a way they might not have thought of before."

Highlights of the Campaign Analytics tool include:

Real-time visualizations of how multichannel marketing campaigns are performing across channels, geographies, and devices.
Customer segmentation and campaign targeting.
Real-time data correlations that reveal trends and anomalies and that uncover interrelations between different channels.
Visibility into the relationships between social media, earned media, and paid media.
Comparison of campaign metrics, including virality, return-on-media-investment, and customer lifetime value across channels of engagement.

Anametrix's solution goes up against vendors like Salesforce.com, which recently introduced its all-in-one software suite, Marketing Cloud, and Tableau, which specializes in data visualization tools.

Anametrix also raised $4.4 million from TVC Capital, a San Diego-based growth equity fund, in its first round of venture funding. Anametrix plans to use the money to build out what it calls "next-generation predictive analysis for marketers."