Social Media Tool Feature: Organic Marketing Analytics – Accomplish Your Content Marketing Goals

Organic Marketing Analytics

Organic Marketing AnalyticsAbout the tool!

Organic Marketing Analytics (OMA) is a Content Marketing and Traffic Generation platform for enterprise marketers. The app helps content marketers move from “gut instinct” to “data driven” decision making while taking the pain out of content marketing.

OMA helps you understand your audience better, simplifies publishing content, and optimizes your content for natural reach, along with automating the finding and engaging of influential sites and people across search, social, blogs, news sites, forums and Q&A sites.

Essentially, OMA makes it easy to accomplish your content marketing goals–educating your customers and driving them to visit your website so that you can drive more traffic and produce hard ROI for your effort, all in very little time.

Who founded the product/company?

OMA (Organic Marketing Analytics) started out as the custom-built toolkit of the TEMPUS Group, a digital marketing firm founded in 2005 by William Flanagan. Running SEO and social media campaigns for others, we found that their success came down to having the right kind of information. Without enough data combined correctly, we weren’t able to optimize our time to create the maximum impact. We also understood that we didn’t have the situational awareness to take advantage of opportunities that happened virtually everyday online, and were essentially doing what we thought was best, using our experience and gut, instead of letting the vast amount of data that was available guide our actions.

So, given that our lifeblood was based on generating visibility for our clients, we realized that this had to change. So, we built in-house tools to provide ourselves with the data we needed. As our tools got better and simpler to use, we realized that other businesses could use these tools themselves, and derive much better results than we could achieve. So, we founded OMAlab and spun the tools out. Since OMAlab’s founding, we’ve focused exclusively on supporting our software customers and helping them drive visibility.

What platforms does it cover?

OMA is a web-based platform that supports virtually any website, CMS or CRM system, because it functions much like a Search engine bot—coming in through the front door to do its work and analyse the data. It’s a SaaS platform, so it works with most browsers and several tablets, as well as virtually all fairly modern PCs.

Features of the tool?

Our features can be found here.

Keyword Research – OMA’s keyword research capabilities provide several ways to find the right keywords to target for your project. Besides basic keyword analysis, OMA uniquely mines your content and the conversations in the market to constantly uncover additional keyword opportunities.

Competitor Research – Virtually every piece of information that is available to you, is tracked for your competitors as well. This gives you unparalleled insight into what your competition is doing. From social to backlinks, search ranks to ad networks and expenditure, OMA helps you uncover how your competitors are getting results and helps you match/beat them.

SEO – Built into OMA are enterprise class SEO tools. From Site optimization, to backlink analysis, to rank tracking and page issue management and tracking, OMA gives you everything you need to make your content’s natural reach maximal.

Social Listening – OMA monitors all key channels and social networks, even blogs, forums and news sites for keyword mentions. OMA finds the top mentioned hashtags for your keywords. And, by monitoring keywords we can find out who is being talked about most or is talking about the client the most. For each mention, we identify whether it is within a positive/negative/neutral context.

Influencer Research – OMA identifies and scores mentions using 20+ metrics to find the most influential influencers in each niche. All influencers are automatically tagged by one keyword and a group of keywords for easy searching. For each influencer we find contact information from their site and other sources online.

Outreach Management – We integrate with common email providers so that you can see all your correspondence in one place, host email templates in one place, CRM style management, and create a shared contact database for all users within each project.

Project and Task Management –  You can create multiple projects for different sites, product/services or campaigns within each account. Create and assign tasks within the project to other users, and assign permission to ensure separation where needed.

What analytics support does the tool provide?

See the information above.

Does it give an option to download reports?

Yes, reports can be exported as an excel or CSV file.

What’s the algorithm for sentiment analysis?

OMA’s sentiment tracking capabilities are a proprietary extension of open technologies for sentiment used by several other industry vendors. The unique capabilities delivered by OMA in this space is the near real-time tracking and dynamic query ability so you can’t just simply check the sentiment, but you can also check it for any subset of keywords for you, your competitors, or your/their brands, products or people.

Which brands/agencies are using this tool?

Unlike many other vendors in the space, and maybe given the fact that our headquarters are in Washington, DC, OMA does not publish information about its “brand names” or “agencies” that are using the platform. Should you require a specific reference or a case study of a customer “like you”, OMA is happy to provide one for interested parties.

In general, our customers are companies that use their expertise to sell things—consulting services, financial products, engineering services, and software companies. Several startups use our platform, as well as a few publishing and ecommerce businesses.

Pricing and Packages

We consider our platform to be the outbound solution for inbound marketing platforms and marketing automation pipelines. So, for Hubspot users we offer them access to OMA for $249/month. We offer custom-pricing plans for non-profits and others based on their specific needs. Basically, if you’re committed to being a success, OMA will work with you to get you a package that will help you get there.


OMA’s future capabilities are focused around exposing more of the AI features of the platform.

The Team

OMA’s founding and senior management team bring a wealth of experience and pedigree to the project. William Flanagan, OMA’s founder and the CEO of the company, spent the last 5 years building and managing a digital agency that focused primarily on driving visibility and traffic for several big brands. Before that, all the experience he has gleaned has been from his decade long work at VC-backed startups with several successes. Most recently, he was the VP of Marketing and Product Management for Cognio, an Enterprise WiFi technology company acquired by Cisco.

Rounding out OMA’s senior management team are Nicolas Overloop (Lonely Planet, Geckoboard), an expert in data analysis, machine learning and AI, and Duncan Malcolm, a veteran of successful startup EveryCity and companies like TechLightenment.

OMA’s team is geographically distributed, enabling OMAlab to get the best possible talent. OMA’s team is currently 22 people, and touches every corner of the globe.

Are you hiring?

Yes! OMA is always looking for talented people to join our team. In particular, experts in Search and Social that enjoy working with customers, but NOT being an agency, are particularly welcome to apply. We are always looking for more scientists. You can never have enough science.