Covario Adds Analytics to Help Customers Measure Social Media ‘Buzz’

San Diego’s Covario, the venture-backed analytics company that specializes in helping customers improve the results of their search-based marketing, has added to its Software-as-a-Service capabilities for tracking online search and display advertising.

The company says its latest innovation, the Covario Social Media Insight (SMI) solution, is an extension of its Web-based platform for Cross Media Optimization, or CMO. As if disambiguating acronyms like CMO isn’t hard enough as it is, Covario says it developed its CMO platform to help Chief Marketing Officers (a different kind of CMO) who want to improve their Current Mode of Operation (another form of CMO). Are you noticing a pattern here? It’s a confusing method of organization, to say the least.

As I’ve reported before, Covario has been expanding its software analytics tools to help customers improve their results in search engine marketing (SEM) and search engine optimization (SEO). Covario targets many of the largest companies in the world and its customers include such companies as IBM, Microsoft, Sony Pictures, T-Mobile, Lenovo, and Yahoo.

Covario is expanding its offering of Web-based tools to help customers measure their online marketing success as new competitors are emerging, such as BrightEdge, a startup in San Mateo, CA, that specializes in SEO management—and which Wade recently profiled.

In announcing the added social media capability of its CMO dashboard, Covario cites data from Forrester Research that says online consumer-generated comments—or “impressions”—about products and services totaled more than 500 billion last year. That’s close enough to the 2 trillion ad impressions that were created

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Author: Bruce V. Bigelow

In Memoriam: Our dear friend Bruce V. Bigelow passed away on June 29, 2018. He was the editor of Xconomy San Diego from 2008 to 2018. Read more about his life and work here. Bruce Bigelow joined Xconomy from the business desk of the San Diego Union-Tribune. He was a member of the team of reporters who were awarded the 2006 Pulitzer Prize in National Reporting for uncovering bribes paid to San Diego Republican Rep. Randy “Duke” Cunningham in exchange for special legislation earmarks. He also shared a 2006 award for enterprise reporting from the Society of Business Editors and Writers for “In Harm’s Way,” an article about the extraordinary casualty rate among employees working in Iraq for San Diego’s Titan Corp. He has written extensively about the 2002 corporate accounting scandal at software goliath Peregrine Systems. He also was a Gerald Loeb Award finalist and National Headline Award winner for “The Toymaker,” a 14-part chronicle of a San Diego start-up company. He takes special satisfaction, though, that the series was included in the library for nonfiction narrative journalism at the Nieman Foundation for Journalism at Harvard University. Bigelow graduated from U.C. Berkeley in 1977 with a degree in English Literature and from the Columbia University Graduate School of Journalism in 1979. Before joining the Union-Tribune in 1990, he worked for the Associated Press in Los Angeles and The Kansas City Times.