Analytics Firms Offer Search Tools

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Web analytics firms Omniture and Coremetrics as well as DoubleClick's performance marketing unit Performics announced initiatives yesterday to help customers analyze consumer response to search engine marketing.


Omniture, Orem, UT, launched a keyword management solution called Omniture SearchCenter. This is the next step in its SiteCatalyst online analytics platform.


Marketing executives who combine SiteCatalyst with SearchCenter can track the success of a keyword campaign. They also can optimize keyword bids in real time based on visit behavior data available to other bid management tools.


Choice Hotels, the worldwide franchiser of Comfort Inn, Comfort Suites, Quality, Econo Lodge, Sleep Inn, Clarion, MainStay Suites and Rodeway Inn, is using SearchCenter.


Omniture claims its SearchCenter is compatible with 40 search engines and content sites including Yahoo, Google, MSN, AOL, Miva, Ask Jeeves, AltaVista and Shopping.com.


Meanwhile, Coremetrics, San Mateo, CA, agreed to automatically integrate Yahoo Search Marketing's application program interfaces within the Coremetrics Marketing Management Center.


The alliance gives Yahoo Search Marketing advertisers insight into specific click-through rates, conversions and other Web-based behavioral information directly within the Coremetrics interface.


Coremetrics is targeting its 450-plus client brands that are projected this year to spend more than $600 million in paid search marketing.


Finally, DoubleClick Digital Advertising Solutions' Performics introduced the Performics 50, an index of actively managed, ongoing search engine marketing campaigns. The index is a subset of the 150-plus search campaigns that Chicago-based Performics currently manages.


Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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