Kontagent, an analytics platform for Facebook-based social applications that describes itself as “Google Analytics for the social web,” announced new features and an enhanced dashboard for Facebook marketers this morning, along with a new round of funding that brings the company’s total to $1.25 million. Co-founder Albert Lai, who started and later sold a photo-sharing site called Bubbleshare in 2007, also said that Kontagent has landed a number of major social gaming companies as customers in the last two months — including PopCap, Gaia Online and TenCent — and is now tracking more than 50 million monthly active users through its platform.
Among the company’s new investors are Jameson Hsu, co-founder and CEO of Mochimedia; James Hong, co-founder and CEO of HotOrNot; Benjamin Sun, co-founder and CEO of CommunityConnect; Auren Hoffman, founder and CEO of RapLeaf; Greg Thomson, founder of TallTreeGames and Mike Sego, chief product officer of Gaia Online. They join Kontagent’s original seed investors, who include Naval Ravikant from The Hit Forge and Extreme Venture Partners. The company, which has offices in San Francisco and Toronto, was also one of a group of startups that won $225,000 from the Facebook Fund in 2008, and the only one in the group that wasn’t an application.
Kontagent’s software, which it calls its Social Analytics and Marketing-Automation Suite, has a dashboard that looks very similar to analytic software such as Google Analytics or Omniture (which large sites use to track incoming traffic), with a number of tabs that allow users to sort through different views of the data that Kontagent collects from Facebook about their apps, games or services. But instead of page views and referrers, Kontagent lets companies look at metrics to see if something went viral, how engaged people are and levels of retention.
The dashboard shows how many people were convinced to sign up for an app or service after receiving a notification from Facebook or clicking on a mention in someone’s feed or stream. Companies can see what kind of response rate their invites are getting, track the “K factor” — a measurement of virality — and even do A/B testing on their emails or notifications to see which gets the best conversion rate. Lai says Kontagent now has a demo account where users can see all the features of its new platform.
The Kontagent CEO says that users are “fed up with existing tools” for tracking users, because they don’t measure what’s important for the social web. “A speedometer and RPM indicator are just not enough telemetry to fly a plane any more,” he says. “All these other metrics are what you really need to fly in this current environment.” Competitors for Kontagent include Webtrends, which recently launched a Facebook analytics add-on, as well as similar offerings from Omniture and Coremetrics.
The software is free to use provided a company agrees to share the data from its applications or services. That data is then aggregated, allowing companies to benchmark their own performance in a variety of areas against others in the network. Large enterprise users can buy an annual pre-paid version that doesn’t include the data-sharing component, Lai says. Although Kontagent just supports Facebook at the moment, the co-founder says that the company is planning to support Twitter in the future. Facebook provides its own data analytics to users, but Lai says that his platform provides a far greater level of “granularity” that companies need when designing applications.
This is a Slideshare presentation by Albert Lai that looks at Kontagent:
and Robert Scoble did a video interview with the Kontagent CEO:
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