24/7 Real Media Offers Search Analytics

  |  March 1, 2004   |  Comments

The new tool analyzes campaigns on more than one search engine to show which keywords and engines perform best.

Interactive marketing and technology company 24/7 Real Media Monday debuted Insight SE, which analyzes campaigns running on more than one search engine to determine which keywords and engines perform best and where sales prospects drop out.

The tool is more competition for the most established players in the search campaign management space, aQuantive's GoToast and Did-it.com's Maestro.

The 24/7 Real Media tool allows marketers to make ROI comparisons between ads on competing search engines and between different sets of keywords. Hence, it allows an easy comparison between different engines and keywords of both gross sales and dollars earned per dollar spent.

"Most of the major search engines have their own analytic product," noted Dave Hills, president of media solutions for 24/7. "Ours augments these products by allowing you to see in one place all your activity on different search engines, both paid and unpaid, and relate that activity to sales revenue."

Marketers can define also their own metrics for success. They can look at their results online or download them into Excel. Additionally, they can integrate the Insight SE system with their own enterprise data systems.

"A customer might click on a Google ad, go to the corresponding site and get picked up by the SE system. SE would note what they did, what they bought and how much they spent, and relate that back to cost per click. If the person used algorithmic search, it would do the same thing," Hills said.

Insight SE is being introduced on a cost per click basis, Hills said. The company has seen lots of activity lately. In early February, in a windfall for the company, Lycos U.S. inked a 5-year deal with 24/7 to outsource display ad sales, ad serving and analytics for its Internet properties.

Also, in late February 24/7 reported it had slightly exceeded Wall Street prognostications with a net loss of $5.9 million for the fourth quarter. The company also raised its guidance for the first quarter of 2004.

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, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Janis Mara

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

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Jobs

    • Sales Planner
      Sales Planner (Verve ) - New YorkAbout Verve   Verve is the leader in location powered mobile advertising. We manage one of the largest mobile...
    • Systems Analyst/Support
      Systems Analyst/Support (Agora Inc. ) - BaltimoreIRIS (Increased Revenue Intuitive Software ) is proprietary software that helps marketers...
    • Client Services Support Specialist
      Client Services Support Specialist (Agora Inc. ) - Delray Beach OVERVIEW:  This position requires a highly motivated and resourceful individual...