Ariba Measures Social Media through Omniture APIs  

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Case Summary

Social media is a growing part of an overall marketing strategy for Ariba. Ariba wanted to utilize Omniture SiteCatalyst to measure branded and non-branded mentions across multiple social media sites and view social media data alongside all other marketing data.

Ariba integrated the Twitter API with SiteCatalyst through Omniture Genesis’ Data Insertion API. Using the Twitter and Omniture APIs, Ariba created reports for a set of branded and non-branded search terms on Twitter within SiteCatalyst, capturing the user name, the text of a tweet and the search term that led a visitor to view the tweet. Ariba also used the APIs to create filters for tweets that decreased static, providing a more accurate view of mentions.