SOURCE: Covario, Inc.

Covario, Inc.

June 15, 2010 18:37 ET

Covario's Cross Media Dashboard Gets Social

Platform Helps Large Companies Manage Reporting and Analysis for Search and Display Advertising, as Well as Facebook, YouTube, Twitter and Blogs

SAN DIEGO, CA--(Marketwire - June 15, 2010) -  Covario, Inc., a leader in media analysis software solutions and in paid and organic search agency services for Forbes Global 2000 companies, today unveiled the latest extension to the Covario Cross Media Optimization™ (CMO) platform -- the Covario Social Media Insight™ (SMI) solution. SMI incorporates data from key social media platforms like Facebook, YouTube and Twitter, as well as blogs, to augment existing analytic capabilities already supported for paid search, search engine optimization (SEO), and display advertising.

In an April report about the growing influence of social media, Forrester Research analysts Josh Bernoff and Augie Ray noted that the total number of consumer-generated impressions about products and services exceeded 500 billion in 2009. When compared to the 2 trillion online ad impressions delivered over the same period, the analysts said, "…it is evident that social applications now rival other mass media."

This growth has led marketers to include "buzz" in social media as a key indicator of the effectiveness of their paid search and display campaigns -- all of which can be tracked relative to each other on the CMO Dashboard. Covario's solution allows large organizations and agencies to continuously track key media channels in a scalable, turnkey manner. In fact, the methodology being used for social media is similar to that employed for paid and organic search.

The San Diego-based firm announced the development of the CMO Dashboard at its annual 2010 InflectionPoint customer conference this past February. The company has been developing the dashboard concurrently with the integrated Social Media Insight offering as part of a pilot program with several clients, including Sony Pictures and Autodesk.

"Social media -- particularly the measurement of changes in consumer brand awareness and sentiment about a brand or product -- is more often being looked at as a key component of a campaign's effectiveness," said Tiffany Feltenberger, director of product management at Covario. "A primary goal of integrating social into the CMO Dashboard is to provide financial accountability in regard to the large investments marketers make for paid media advertising, using social as a leading success barometer."

Marketers can now have a complete view of paid media (display and paid search) and earned media (organic search and social buzz). Feltenberger said this will help them determine when to reallocate media budgets, where to make adjustments to generate more sales leads, how a display campaign is affecting search and social campaigns, which of a company's brands have the most interaction between the three strategies, and how different geographic markets are impacted by variances in the media mix.

Specifically with Covario Social Media Insight, marketers can instantly ascertain the extent to which people are talking on social networks about a company, its brands and/or its products; in addition to how they are being viewed; the frequency of discussion; major sources of social traffic (blogs, tweets, etc.); how people are reacting to the latest marketing campaigns; and which business units or brands are generating the most social activity. 

Clients will set their own criteria for what is tracked. From day one, SMI will support Twitter, Facebook and YouTube, as well as a plethora of blogs, Internet boards and websites. 

Feltenberger cited four metrics of "social health" that will be provided by the reporting software, including movement, influence, reach and sentiment. Movement helps marketers understand how quickly messages are penetrating their target audiences. Influence provides marketers with insights into who they are reaching and whether these folks can spread the messages even further to other influential people. Reach allows marketers to see how far the messages have spread and quantifies the amount of buzz.

"The addition of Social Media Insight, combined with our established leadership in helping global clients measure and manage SEO (search engine optimization), positions Covario in the forefront of analytic models for earned media," Feltenberger said.

As previously announced, Covario is continuing to build out the CMO Dashboard to include off-line broadcast, print and outdoor media metrics as well.

More information about the Covario CMO Dashboard and Covario Social Media Insight can be found on the landing page of its website at www.covario.com, where these offerings have been added to the company's latest campaign focusing on how global multichannel marketers can accelerate their SEO and social media deployment.

About Covario, Inc.

Covario, Inc. is a leader in media analysis software solutions and in paid and organic search agency services for the Forbes Global 2000. The company provides global organizations with robust interactive and marketing analytic solutions for paid search advertising, organic search engine optimization (SEO), social media and display advertising. Covario enables complex and distributed organizations to control brand integrity, ensure budget transparency and deliver quantifiable results across business units, distribution channels, geographies and languages. Headquartered in San Diego, Covario's growing customer base includes some of the world's best known brands in high-tech, consumer electronics, retail, e-commerce, financial services, media, entertainment, publishing and consumer packaged goods. More information is available at www.covario.com or by calling 858.397.1500.

Contact Information

  • Contact:
    Rick Clancy
    Sr. Director, Public Relations

    858-397-1500, ext. 1643 office
    rclancy@covario.com