Hot on the heels of their acquisition of Delicious, YouTube founders Chad Hurley and Steve Chen are adding to their new startup with the addition of real-time business intelligence platform Tap11.com.
Tap11 and Delicious will both be part of AVOS, the Internet company led by Hurley and Chen.
[More from Mashable: Yahoo May Have Just Sold Delicious for $5 Million [REPORT]]
Tap11 is an analytics platform that focuses on Twitter (it has access to the firehose) and Facebook, but it can also be linked to other social and publishing accounts. It’s part of a growing industry of single-dashboard reporting tools that are designed for marketers and community managers looking to better gauge social media ROI.
Salesforce.com recently acquired Radian6 and this acquisition makes it clear that analytics and reporting tools are going to continue to be a hot area moving into the second half of 2011 and beyond.
[More from Mashable: Delicious’s Loss Is Startups’ Gain As Users Jump Ship]
The Tap11 acquisition provides important context to the Delicious purchase. In a statement announcing the acquisition, Tap11 CTO Braxton Woodham said,
“We plan to leverage our Volume algorithm to fully measure the impact of content consumed and shared across the social ecosystem.In combination with Delicious.com, we will be able to provide consumers and publishers with deep, relevant insights and recommendations.”
In other words, it’s the data wrapped up inside the Delicious ecosystem that makes it valuable. From a reporting perspective, publishers and marketers could potentially get better insight into how many people bookmark, tag, share or discover a link using Delicious. For certain types of engagement, this could be very powerful.
In theory, of course, this is what Yahoo was trying to do with Delicious. The company simply never found a way to monetize or better integrate that data with its other tools.
Before being acquired by LastPass, bookmark service Xmarks was also trying to find a way to monetize bookmarking data.
By having both a robust reporting and analytics platform and access to millions of bookmarks and interaction data, AVOS could be onto something.
This story originally published on Mashable here.
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