Last week, we posted about a new Twitter Web Analytics tool, which represents a logical next step for the micro blogging platform. But to those awaiting a more complete Web analytics tool measuring data from search engines and social media, the Twitter rollout represents just more of the same -- a partial view instead of a complete picture of your data online.Joe Stanganelli, an AllAnalytics.com blogger and online marketing consultant, commented on our boards: "There is far, far more to social analytics than we presently understand. The upcoming API sounds like more of the same-old-same-old. Something new, truly innovative, and truly revolutionary would definitely go a long way in the analytics arena."
So what would a more comprehensive tool do? I asked Stanganelli to help me create a profile based on our combined wish lists.
Mainly, Stanganelli says he'd like to see a tool that realizes the promise not only of measuring the number of brand and keyword mentions across the Web, including on social media platforms, but also tells us how visitors feel about those brands and keywords. He imagines a plugin that could work with a company's existing analytics software and mine data from the Web over months to uncover hidden trends and correlations.
I'll add a couple of less ambitious thoughts:
- Integration. A comprehensive Web analytics tool should be able to integrate mentions of a keyword or brand name from across the Web, including on blogs and Websites, in chat rooms, in social media (Facebook, Twitter, LinkedIn, etc.), on social bookmarking sites (Digg, StumbleUpon), and on other sites (YouTube, PR sites, you name it). It should be able to display them on a single dashboard giving a full picture of mentions across the Web.
- Isolation. The tool should be able to isolate given mentions based on various parameters or selected factors. For example, the tool should eliminate mentions of your brand by your marketing team or by those working with you, only displaying organic mentions.
- Connection. The tool should display the connection or relationship between mentions -- say, the relationship between a blog post, the Facebook link where it was later shared, and then the Twitter posts where it was later tweeted and then re-tweeted.
- Comparison. The tool should be able to combine these mentions into a graph showing the day-to-day, week-to-week, month-to-month, and even year-to-year occurrence of selected keywords, brand names, or other terms or information across the Web and to compare them in a variety of ways to identify any meaningful trends.
What would your ultimate Web analytics tool look like? Share your thoughts on the boards below.