Alterian to add database analytics to Fathom SEO service

Fathom SEO has tapped Alterian Marketing Services to add data analytics and other marketing capabilities to its SEM offerings.

Alterian Marketing Services' platform will be deployed across Fathom's online and offline marketing offerings. The platform should help Fathom better harness and segment data from its clients' campaigns, which include SEO, link building, online video marketing and e-mail marketing.

“What Alterian has is a capacity for Fathom to put together absolutely tons and tons of data, and when we put that together we can analyze and find out what we didn't know before,” said Joe Soltis, director of paid search and e-marketing for Fathom SEO. “For example, for paid search clients, we can figure out what key words brought in sales in key demographics and psychographics. It can help target clients' paid and organic search campaigns, integrate other services and find out synergies.”

With analytics from Alterian, Fathom executives hope to be able to pinpoint new demographics and psychographics with which to create more targeted campaigns. A large selling point for Alterian, Fathom said, was its single-platform offering, which will allow Fathom to view and analyze data and deploy campaigns within a shared infrastructure. Before, the company was using some of its own software along with offerings from different providers.

Fathom focuses heavily on clients in the healthcare and higher education sectors. The company will use the Alterian platform to analyze overall trends in these and other top industries. The Cleveland, OH-based company's clients include Eaton Corp., Cleveland  Clinic and Bissell.

Alterian is a provider of enterprise marketing software that includes database, digital and operational marketing applications. Clients include Princess Cruises, General Motors and Vodafone. The company's North American headquarters are in Chicago.