Federated Media Publishing Introduces Conversational Measurement Toolbox

FDMR | Quote | Chart | News | PowerRating -- Federated Media Publishing (FM) this week introduced the Conversational Measurement Toolbox to media and marketing industry executives at the Conversational Marketing Summit: New Brand Way in New York City.

According to Federated Media, the toolbox consists of a suite of campaign measurement, planning and reporting tools offering marketers greater control and insight into their conversational marketing efforts.

"One of the greatest barriers that we ve seen for marketers in social media has been a general lack of standards and tools for campaign measurement and reporting, said Debra Aho Williamson, analyst at eMarketer. There are, of course, vendors who supply disconnected data points, but it has so far been up to the marketer to wade through this sea of data themselves. What is needed is a single device or methodology that aggregates relevant data in an easily digestible form.

Company officials noted that the integrated suite of tools and services is built on an open architecture used to collect, aggregate and report data from internal reporting, third-party tracking providers and social media application developers. The data is then available via an automated, accessible campaign-reporting dashboard that informs the delivery, engagement, amplification and equity sought by marketing partners. The data will also be available via API/SDK to social application developers who want to use and exchange rich conversational metrics.

Prioritizing a focus on measurement is key in the social media space, said Daina Middleton, SVP Sunao, Moxie Interactive. We were encouraged when we heard FM was rolling out a conversational media measurement methodology and toolbox and are looking forward to the insights that the new service should produce.

FM also said that the toolbox was created specifically to build visibility and accountability into today s eclectic media and marketing mix consisting of IAB advertising, sponsorships, video advertising, widgets, social networking applications, conversational media hubs and more.

The Internet has become a vast network of socially-connected content, which paves the way for advertisers to go beyond the final click when measuring and understanding digital media performance, said Rob Crumpler, CEO of FM partner BuzzLogic. The conversational nature of the Web enables advertisers to recognize consumer engagement across multiple touchpoints, and leverage this data to fuel an online ad strategy - before, during and after a campaign.

FM is in the business of supporting voices by connecting them to great marketers, as well as providing a suite of services that let authors focus on making media.

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