By Manoj Jasra
Expert Author
Article Date: 2009-03-24
Social video technology and consulting company Vquence launched a new social video metrics product called VQmetrics with an event in Sydney last week.
The online SaaS (Software as a Service) product is used by Vquence's customers as a tracking tool for viral video marketing campaigns and to undertake deep data analysis on online video statistics.
Dr Silvia Pfeiffer, Vquence's CEO and former CSIRO research scientist, reported in her launch speech: "A video is 50 times more likely to rank on the first page of Google search results than any other content. It is therefore imperative for every product, brand, and marketing campaign to have a social video element."
In addition, other social video networks such as MySpace.TV, Dailymotion, or Vimeo should also be included in marketing campaigns since their audiences are more focused and a video can thus reach its target more easily.
Vquence's new VQmetrics product can collect and analyse usage and engagement statistics from a large set of social video networks and provide near-realtime reporting, which allows marketers to continuously improve on their strategies.
Vquence also offers consulting for agencies rolling out viral video campaigns making sure the videos are exposed to a sizeable number of eyeballs through social networking approaches.
"We have developed the backend crawling and data management infrastructure for VQmetrics during the last two years. It runs on Linux in the Amazon compute cloud which makes it highly scalable so we can manage the millions of data points that we deal with daily", says John Ferlito, Vquence's CTO.
"We have funded the recent developments through technology consulting, since the current financial markets are not favourable for acquiring investment. We are very proud to be able to offer this product to the Australian market now", says Dr Pfeiffer.
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