Online usability and management expert company Foviance is to test travel company websites for compatibility with so-called Web 2.0 applications and concepts.
The company has developed a tool that will measure the impact of Web 2.0 on other marketing channels by analysing log and tag data alongside traditional web measuring functions.
WebAbacus 5.2, which is an update of a customisable tool used by Foviance, will evaluate the effect of channels such as blogs, podcasts and video streaming.
Affiliate sites and pay-per-click activity will also be tagged in order for a company to gauge its presence in the wider internet.
The launch of the new tool follows general debate in the travel industry as to how to measure the impact of a brand in the vastly expanding world of new media.
The Foviance product will also measure traditional media such as TV, radio and print against the online data.