Social media monitoring firm Sysomos is launching a new service for marketers to measure the dollar value of each person who visits their company’s website. It is called Sysomos Audience (currently in private beta). Sysomos Audience is an analytics tool which at first looks similar to Google Analytics, but with one big difference: it goes beyond measuring visitors directly from referring sites and tries to determine where else a visitor has been on the Web, including competitor’s sites, blogs, and social media sites like Facebook, Twitter, and YouTube. It then estimates the ROI of each visitor by putting a dollar value on each one based on the other sites that person has been to recently.

For instance, someone who visited a competitor’s site and read three blog posts on similar topics to your company’s product (based on keywords each customer provides during setup) will have a higher estimated “engagement value” than someone who just came from a news article. If that visitor fills out a form on your Website or requests more information, they get an even higher score. Sysomos takes those engagement scores and organizes visitors as leads much like you would see in a CRM app, with a data snapshot of their estimated dollar value and where else they’ve been.



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