Behind The Money: Sometrics measures ad effectiveness on the social Web, says founder Ian Swanson

New tools from a wide range of companies including incubator Betaworks (with its new product, Chartbeat),  Lotame, Kissmetrics, Kontagent and Sometrics Inc. are delivering the ability to analyze Web 2.0 sites in much more depth than traditional statistics, such as page views and unique monthly visitors. The new tools measure very specific audience demographics, user behaviors and levels of engagement. There are so many new tools that Dave McClure, the former PayPal Inc. executive who is now an angel investor, recently held a day-long conference called Startonomics and featured analytics aimed at startups, which are under increasing pressure from investors to produce measurable results.

In this Behind the Money video interview, Sometrics co-founder and CEO Ian Swanson talks about these trends and about his company's new tools for the social Web, which are aimed at measuring brand perception and advertising effectiveness. Sometrics' backers include the Mail Room Fund and Greycroft Partners LLC. --Mary Kathleen Flynn

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