Act-On Software Launches Online And Social Media Tracking Tool
- Written by Demand Gen Report Team
- Published in Solution Spotlight
Act-On Software recently launched Act-On Insight, a dashboard-based tool designed to enable marketers to benchmark and track key online marketing metrics, while managing and improving web and social media presence.
The new tool provides capabilities designed to optimize web site traffic and keyword effectiveness. Within a single dashboard, marketers can see how well their web site is doing relative to the competition. This functionality is aimed at providing marketers with reporting and visibility into popular search terms or keywords that drive the most traffic. Marketers also can glean a better understanding of how outbound efforts are impacting marketing results.
Act-On Insight also helps companies optimize their blog, social networks and media channels. Businesses can garner valuable information from monitoring their own blogs and comparing them with those of their competitors. For example, marketers can see trends in blog topics and track the frequency and popularity of competitors' blogs against their own, using this information to measure quantity and quality based on factors such as the number of reader comments.
Companies can use the tool to gain competitive insights across social networks like Twitter, Facebook and LinkedIn. For example, marketers can track metrics like activity and number of followers, and they can also measure the relevance of their social media content based upon criteria like reader amplification.
As more organizations turn to multimedia content such as video as a quick source of information, marketers also need to pay attention to this very important channel. Act-On Insight is designed to help marketers actively track, measure and compare their YouTube channels with those of their competitors.
“Small and medium-sized businesses (SMBs) struggle to keep up with the marketing resources and capabilities afforded larger enterprises,” said Atri Chatterjee, CMO, Act-On Software. “For them, Act-On’s marketing automation is an equalizer, leveling the playing field by enabling them to reach key audiences, including customers and prospects, faster and more effectively. Act-On Insight is an important new weapon in their arsenal.”
“Measuring an organization’s online and social footprint can be incredibly hard,” said Ian Michiels, principal analyst at Gleanster Research. “Act-On Insight takes the online and social media dashboard to a new level by allowing marketers to benchmark their performance against peers. Eight out of ten organizations rank marketing measurement as a top three challenge in 2012. A big part of this challenge is identifying the context behind what measurements actually mean and how to translate them into actionable insights. By benchmarking how an organization compares to competitors, marketers can easily identify contextually relevant adjustments that help fine tune marketing strategy and improve effectiveness.”