Umbria Tribe Analysis sounds like an interesting service  for blog network and buzz news analysis - I wish Umbria would let me take a look a the product as it is today - than I'll write a more comprehensive review.

"…Boulder, CO (PRWeb) March 6, 2007 — Umbria Inc., a market intelligence company that specializes in blog research and consumer generated media (CGM) for market insight, today announced a breakthrough approach to gleaning insight from publicly posted online discussions called Umbria Tribe Analysis. This patent-pending approach will enable Umbria to analyze the common interests of a consumer segment, or 'tribe,' to help marketers better understand consumer motivation and psycho-graphics."

I understand Umbria needs to support itself - but unless there's some aspect of the product that anyone can use (as Microsoft AdLabs, Compete, Quantcast, Alexa, etc) how much does anyone really care anything Umbria comes out with - even when a Tribe Analysis capability would be wonderful to have?

"…Currently in beta, when made generally available later this year, clients will be able to use Umbria Tribe Analysis to:

* Identify possible co-marketing programs. For example, if it is learned that people buying flat screen TV's also share a common interest in mountain biking and hybrid cars, tactics like sponsoring a bike race or promoting a video for hybrid usage could appeal to that segment

* New product enhancements. People with shared interests may also share seemingly unrelated traits. For example, if it is learned that people enthusiastic about the latest cell phone technology also like watching the NBA, a manufacturer might choose to make those games available to cell phone subscribers

* Media planning. Insight into shared interests can help drive media selection and placement to maximize relevant ad placement

"Umbria's Tribe Analysis is a very powerful tool to marketers," said Janet Eden-Harris, CEO, Umbria Inc. "It leverages the vast breadth of conversation in the various online social networks and turns it into insight that you can't get by any other means."

Again, sounds like a great product …. but Umbria … your making the same mistake HitWise did - creating a boutique service only a select few can try or use … don't expect to become a household name or get a lot of support in the blogosphere (which your measuring ..btw) unless your willing to let the blogosphere try your product.