August 5, 2016
The existence of APIs has made it possible for organizations to collect and aggregate unprecedented amounts of customer data. What’s not so clear is how to actually go about harnessing it. That issue is giving rise to a host of customer intelligence applications that leverage APIs to ingest data and then, in turn, make analysis of that data available via an external API.
Involver launched its Engagement Optimization API last week (read the official release here). Partners are utilizing the API to "optimize their ad spend on social in the way they've been doing across the web for a long time." Although advertising across social networks has been deployed for quite some time, advertisers have had limited tools to track engagement. Facebook Insights is probably most commonly used to analyze social data. When users have required deeper analysis, the advertisers were forced to use highly custom integrations.
California-based Zurb is turning the dry science of usability on its head by using Twitter and Facebook APIs to socialize user testing. User testing has long been the domain of usability experts who utilize carefully controlled focus groups, panels and one-on-one interviews to assess software and websites. Zurb’s suite of socially connected testing products let anyone quickly and easily create a test and gather insights from Twitter followers and Facebook friends.