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What will happen to all the analytics vendors when content management systems roll out their own tools to understand and gain insights from sitewide interaction? That's the question I have at the moment with the announcement that enterprise content management platform Open Text rolls out enhancements.

As part of the ECM's online marketing solution, the offering allows websites/brands to set goals and generate reports on Web activity, including the activity of their users on Facebook and Twitter, and even showing when anonymous visitors convert to customers. 

"Communities have always been a part of OpenText's collaboration offerings and we extended these capabilities to the Web so our customers can better engage with their customers," said James Latham, OpenText Chief Marketing Officer. "Our customers have been telling us they need better tools to understand the quality of engagement across their proprietary and community websites, as well as popular social networks. We designed OpenText Web and Social Analytics to provide deeper insights, more control and greater security than what's possible with consumer-grade analytics tools. We're confident this will give our customers a distinct competitive advantage and provide greater return from online investments."