The operator can click on the name of the company or organization, and get - for a fee - contact names and addresses via a link to the LinkedIn professional social network.
Responsys is using DemandBase Stream to gauge whether sales calls or e-mails to potential customers have been successful, said Scott Olrich, chief marketing officer at the e-mail marketing company.
The sales team at Responsys, which has been using the tool for about six months, learns immediately when a recipient of a sales call visits itsWeb site. The company uses the LinkedIn process to contact the prospect, Olrich said.
Meanwhile, start-up Nuconomy in October launched a free hosted Web service that can analyze user comments, ratings, video plays, shared links and its use of Flash, AJAX and Silverlight technologies on company-run Web sites.
The hosted tool includes a data mining engine that continually monitors all aspects of Web site traffic and user behavior. It also automatically highlights key findings that can help companies improve business operations, noted Shahar Nechmand, CEO of Nuconomy.
He said the data mining engine alerts users to the key data on a site. It also picks out unimportant data that can be ignored.
Nuconomy's Studio Web offering also includes a two-way application programming interface (API) that lets operators change the look of sites based on current metrics and insights. For example, Web site operators can change advertising on a page or push specific content to a user based on his interests.
Some analytics companies have started following the lead of Web 2.0 companies such as Facebook and Yahoo by opening APIs in order to help third-party developers build applications using data compiled by the analytics tools.
For example, Google in October unveiled a beta version of the Google Analytics API. Brett Crosby, group manager for Google Analytics, said the new API was created after some "renegade developers" wrote scripts or created other ways to build new applications based on Google Analytics data - without the company's help.
"We have a very large customer base, and a lot of these people are developers who want to do things with the data," Crosby said.
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