Kontagent - Think Omniture for Social Apps
Albert Lai and Jeff Tseng recently launched Kontagent at F8. While their virality analytics offerings are still in private beta (I haven't personally had a chance to test drive) I did recieve a demo about six months ago. They have made a ton of progress in a very short period of time. (Congrats guys!)
Kontagent is a type of web analytics that provides creators of social apps insight into how the app is being used, spread, and by what type of people. The company isn't currently positioned as an advertiser analytics offering but I'd bet that's a logical next step. Analytics for social apps certainly isn't new and the competitive landscape reminds me of the ETL lanscape back in the mid 90s. So what sets Kontagent apart from the field? It's the insight into who is using and spreading the apps not just how the apps are being used. IMHO the cohort and corrolation analysis create a type of influence analytics which app creators will find handy in justifing their ad rate cards.
