Omniture is a leading provider of "business optimization software." Facebook is the world's leading social network. Put them together and you have a package for the ultimate in social media marketing measurement. Today they announced a partnership in which Facebook analytics and Omniture's Facebook application analytics (and more) will provide marketers the best available solutions to measuring and monitoring social media marketing efforts -- one of the biggest hurdles to date on the way to successfully leveraging social media for business.

From the official press release:

"This alliance can help companies more easily integrate Facebook as a marketing channel in order to connect to and have relevant conversations with Facebook’s more than 400 million active users. As a result, companies will be able to better understand and optimize the impact and ROI of their Facebook investments. Marketers will then be able to incorporate Facebook as an integral part of their unified, multi-channel marketing mix – an approach increasingly used by marketers today for marketing planning, budgeting and execution."

There are two major ways this partnership will help marketers with Facebook.

The first is by using Omniture's SearchCenter Plus, which facilitates the purchasing of targeted Facebook advertising, complete with detailed analytics.

The second is deep reporting on customer engagement through channels like Facebook Pages and applications.

“It is evident that marketing is undergoing a significant transformation as more digital innovations and channels emerge. Accordingly, more and more of our customers’ customers are using Facebook,” said Josh James, senior vice president and general manager, Omniture Business Unit. “With this collaboration between two market leaders, Facebook and Omniture will provide the new tools online marketers need to connect with the right customer at the right time in the world of social media.”

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