WebTrends Acquires Optimization Firm

  |  December 4, 2006   |  Comments

The Web analytics provider has acquired paid search optimization specialist ClickShift.

Web analytics provider WebTrends has acquired online ad optimization provider ClickShift. Financial terms of the deal were not disclosed.

"We interviewed our customers and found interest in increasing automation across campaigns, and in multivariate testing. ClickShift can help us deliver that with its unique offering and depth of talent," Jason Palmer, VP of marketing at WebTrends, told ClickZ

ClickShift brings to WebTrends a suite of marketing optimization tools, primarily for multivariate testing of paid search campaigns. It also brings aboard a team of seasoned marketers, including co-founder and CEO John Rodkin and CTO Leo Chang, who co-founded contextual ad player Flyswat and continued together at NBCi when that company was acquired.

WebTrends will integrate ClickShift's products and technology into its Marketing Lab suite, alongside its flagship Web analytics product and a new marketing warehouse product launched earlier this year. The first WebTrends offering to incorporate ClickShift technology will be a paid search optimization product, which will be rebranded as WebTrends Dynamic Search. Later products will address other acquisition channels, Palmer said.

Dynamic Search will allow marketers to optimize their paid search campaign against any criteria. It automates multivariate testing of keyword, creative, landing page, and search ad network to find the most effective combinations, and reallocate the appropriate budget to that campaign.

The agreement came about after ClickShift and WebTrends entered partnership discussions earlier this year, with ClickShift looking for a distribution partner with an existing client base, and WebTrends looking for a way to offer multivariate testing to its customers, Rodkin told ClickZ.

"We discovered very quickly how aligned our product visions were," he said.

Another search-related acquisition was announced today, with SEM agency iCrossing acquiring Newgate Internet, a paid search, reputation management, and word-of-mouth agency. Newgate will be absorbed into iCrossing, making it one of the top paid search agencies in the U.S. It brings several large retail brands with it, including Williams-Sonoma, The Gap and Lego.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Kevin Newcomb

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...