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Hot on the heels of their acquisition of Delicious, YouTube founders Chad Hurley and Steve Chen are adding to their new startup with the addition of real-time business intelligence platform Tap11.com.
Tap11 and Delicious will both be part of AVOS, the Internet company led by Hurley and Chen.
Tap11 is an analytics platform that focuses on Twitter (it has access to the firehose) and Facebook, but it can also be linked to other social and publishing accounts. It’s part of a growing industry of single-dashboard reporting tools that are designed for marketers and community managers looking to better gauge social media ROI.
Salesforce.com recently acquired Radian6 and this acquisition makes it clear that analytics and reporting tools are going to continue to be a hot area moving into the second half of 2011 and beyond.
The Tap11 acquisition provides important context to the Delicious purchase. In a statement announcing the acquisition, Tap11 CTO Braxton Woodham said,
“We plan to leverage our Volume algorithm to fully measure the impact of content consumed and shared across the social ecosystem.In combination with Delicious.com, we will be able to provide consumers and publishers with deep, relevant insights and recommendations.”
In other words, it’s the data wrapped up inside the Delicious ecosystem that makes it valuable. From a reporting perspective, publishers and marketers could potentially get better insight into how many people bookmark, tag, share or discover a link using Delicious. For certain types of engagement, this could be very powerful.
In theory, of course, this is what Yahoo was trying to do with Delicious. The company simply never found a way to monetize or better integrate that data with its other tools.
Before being acquired by LastPass, bookmark service Xmarks was also trying to find a way to monetize bookmarking data.
By having both a robust reporting and analytics platform and access to millions of bookmarks and interaction data, AVOS could be onto something.
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“In theory, of course, this is what Yahoo was trying to do with Delicious. The company simply never found a way to monetize or better integrate that data with its other tools.”
Well, that may have something to do with the fact that, even after they acquired Delicious, the team never took over or merged with Yahoo Bookmarks. Yahoo Bookmarks 2.0 was started after the purchase of Delicious, and it had no relation to Delicious.
This mentality of having two separate teams working on two separate bookmarking applications was what killed the deal for Yahoo, and nothing else. It was more of a result of people inside the company being unwilling to merge products than anything else.
Absolutely — but whatever the bureaucracy layers involved, the fact remains, they never integrated the data into other parts of the company in a monetizable way.
What AVOS is looking to do is only common sense: There is currently no coherent social media analytics platform anywhere and they’re trying to ace that. The first team that’s able to accomplish that and do it well will own social media analytics. That’s the trophy at the end of the race.
How would this be any different than the service “AddThis”?
AddThis’s platform is limited and is not comprehensive – for Twitter and Facebook especially, so I don’t really even call it a serious platform. I would be looking for a platform that’s dynamic and extendable. Social media analytics standards (on the IT side) would be helpful as well.
That’s a lie Yahoo never did crap with Delicious they made a whole lot of promises and never deliver. Why the hell did they buy it is beyond me. Yahoo should just sell to Microsoft or shutdown.
hopefully AVOS shows it the love Yahoo never did.
By having both a robust reporting and analytics platform and good access to a lot of bookmarks , AVOS could be onto something.
Exciting news. It’s so important for companies to understand what is said about their brand, who is saying it and where it is published. By understanding the public’s perception of your company, you are then able to possibly adjust areas for improvement or move into a new marketing arena that you didn’t even realize you touched. It will be interesting to see how this singular platform will monitor a variety of social publishing accounts.
Ann
SteadyRain
http://www.steadyrain.com