Startup launches social Web video analytics

Distributed video marketing campaigns now easier to manage

Vquence's VQmetrics aims to make sense out of social video marketing

Vquence's VQmetrics aims to make sense out of social video marketing

Sydney-based video technology company Vquence has launched a social video metrics product dubbed VQmetrics aimed at making sense of social video marketing.

The SaaS product is a tracking tool for viral video marketing campaigns and can perform data analysis on online video statistics.

According to Vquence founder, Dr Silvia Pfeiffer, a video is 50-times more likely to rank on the first page of Google search results than other content.

“It is therefore imperative for every product, brand, and marketing campaign to have a social video element,” Pfeiffer said.

Pfeiffer, a former CSIRO research scientist, said other social video networks like MySpace.TV, Dailymotion, or Vimeo, should also be included in marketing campaigns as their audiences are more focused.

VQmetrics can collect and analyse usage and engagement statistics from a large set of social video networks and provide near real-time reporting, which allows marketers to “continuously improve their strategies”.

The company also offers consulting for agencies deploying viral video campaigns to help promote videos through social networks.

Vquence CTO John Ferlito said for the past two years the company has developed the backend crawling and data management infrastructure for Vqmetrics.

“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,” Ferlito said.

The development investment was funded with technology consulting revenue.

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