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Web 1.0 analytics service WebTrends is out today with a new video analytics product offering. The new feature will allow companies who use WebTrends for analytics to drop a simple piece of code into their videos so that they can be tracked and integrated into the suite of tools that WebTrends provides.
WebTrends notes, "New solution enables marketers to measure, improve visitors’ engagement with online video regardless of media format." Sure, any format that you host will work fine. But what about if you host your video on YouTube, Viddler, Vimeo, Blip, etc.
If WebTrends and/or Omniture were smart, they would get their tracking code installed in the major video sharing portals. While TubeMogul provides a set of analytics when using their service for video distribution, it lacks the ability to tie into the other analytics packages a company uses. With more and more corporations using YouTube and the others for video hosting and distribution, the analytics company who completes the loop will win.
I’ve used WebTrends analytics applications since the stone age and was one of the earliest beta testers. Sadly I still barely see any interest from WebTrends to move the analytics conversation forward.