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Tuesday's Toolset Watch

Measurements & Analytics

Google has added new privacy features to its analytics applications, according to a blog post by Posted by Amy Chang, director of Product Management, including a Google Enhanced Analytics Opt-out Browser Add-on. The opt-out gives users with a choice of whether information about website visits is collected by Google Analytics. It also stops data from being sent from a visitor’s computer.

Another change allows visitors to anonymize IP address information sent to Google - web owners can now choose to have Google Analytics store and use only a portion of this IP address for geographic reports.

comScore has introduced AdEffx Smart Control, a tool that measures digital advertising effectiveness - specifically, the emerging segments of the digital advertising landscape, such as homepage takeovers, integrated placements, and specific audience buys. It determines advertising impact by looking at the change in consumer response by varying frequency of advertising exposure using a Bayesian regression model, from which the "control" response is derived.

Sybase's upgraded IQ application - version 15.2 - includes full text search and query federation. It also has extended its web-enabled analytics support for such development tool languages as Python, PERL, PHP, ADO.net and OLE-DB.

Rocket Fuel is now using aggregated consumer purchase data from Nielsen to improve the effectiveness of real-time online advertising campaigns. It will use this offline sales data to create model groups of consumers with specific brand affinities, and then use these campaigns to reach "look-alikes" based on specific brand attributes.

SEO

Sam Crocker at Distilled  gave a presentation at SMX London on advanced keyphrase research for SEO - a presentation he duplicated here.

Don Graff Automotive Consulting is developing an automotive internet marketing channel for SEO company, HubSpot.

Reputation Management

RatePoint has developed a customized tab for small businesses to better manage their Facebook profiles. Small businesses add the tab to their Facebook profiles so customers can browse and submit reviews directly via Facebook. A new email newsletter share bar allows small businesses to provide news updates, coupons and promotions with Facebook fans. It also allows companies to manage multiple Facebook fan pages through a single account.

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