Omniture just inked its first partnership with a social media platform vendor, Lithium Technologies Inc. What does this mean? Retailers can use the web analytics tools to analyze the impact of communities, blogs and other social features on customer behavior.
For example, a retailer could drill down into how a forum or blog post affects customer retention or spurs sales. It could also reveal what types of content are most valuable for particular customer segments. Expect to see more of this as social media gets ingrained in retail.
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