Accrue, DoubleClick Partner

DoubleClick Inc. entered an alliance with e-business analysis company Accrue Software Inc. to market and sell jointly an integrated ROI product to online marketers.

The partnership will combine advertising data and analysis from DoubleClick’s (DCLK) products with site-specific data analysis and visitor segmentation through Accrue’s (ACRU) products.

The solution offers customers an understanding of how successful various advertising campaigns are through the combination of ad click-through analysis as well as post-click analysis, including how visitors navigate through a site, from where they leave the site and whether a purchase was made.

“We selected Accrue for this alliance because of the level of detail Accrue Insight provides, the product’s ability to scale for complex, high-volume sites, and the caliber of clients using Accrue Insight,” said David Rosenblatt, vice president and general manager of DoubleClick Advertising Technology Solutions.

Development teams from both companies are working together to deliver an integrated product offering before the end of this year that will be sold by both companies. Financial arrangements were not disclosed.

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