Cambridge, MA-based e-business intelligence company net.Genesis Corp. and San Mateo, CA-based NetGravity Corp. formed a partnership to provide integrated solutions based on their flagship software products, net.Analysis and NetGravity AdServer.
The said they integrated their solutions, enabling online enterprises to gain “a holistic view of their online customers and their interactions with advertisements and marketing offers” served by NetGravity solutions.
In addition, the companies will co-market the solution to e-commerce, publishing/media, financial services and high-tech Web businesses. Financial arrangements were not disclosed.
The integration will provide companies whose advertising and marketing programs are managed by AdServer with e-business intelligence to improve the effectiveness of campaigns and online revenues. Customers are now able to track Web site visits from advertisements to actual sales, repeat visits and purchases to give an end-to-end perspective on ad effectiveness.
The solution also will deliver detailed transaction and user behavior insight through reports regarding reach and frequency, as well as reports that allow advertising and marketing campaigns to be broken down by different Web traffic metrics.
The first customer to deploy the integrated solution is the Orlando Sentinel newspaper.
“Many of the world’s leading Web sites already benefit from using net.Analysis and AdServer and this tighter integration through net.Analysis’ net.Instrument module will only increase the value of both solutions for these customers,” said Larry Bohn, president and CEO of net.Genesis.
NetGravity also announced AdServer 4, an enhanced version of the company’s flagship product. The new version delivers more advanced inventory management and sophisticated targeting capabilities, the company said.