Coremetrics Debuts Online Measurement Tool
Marketing Management Center is designed to measure the performance of keywords, banners, affiliates, portals and e-mails in one interface. According to Coremetrics, Burlingame, CA, it gives marketing departments metrics for all online advertising channels, letting them adjust and renegotiate marketing expenditures and vendor deals. It uses a company's own marketing hierarchy to expose poor placements, highlight underperforming keywords and identify low-ROI portal deals.
"We are extremely excited about the Marketing Management Center because it will give us consistent data that we can use to negotiate payments based on performance," said Heather Blank, director of e-commerce marketing & business development at Petco, a Coremetrics customer. "We need to understand the revenue impact of our search engine campaigns to determine which vendors deliver high value customers, rather than spending our time measuring traffic patterns or click-through data."
Petco is using the tool to track more than 1,500 keywords and 6,000 SKUs.
Marketing Management Center is a new module within Coremetrics Marketforce, an online marketing analytics platform that captures and stores all customer and visitor click-stream activity to build Lifetime Individual Visitor Experience Profiles that serve as the foundation for successful marketing initiatives.
The tool is included in the Coremetrics Marketforce service offering. Pricing for Coremetrics Marketforce ranges from $8,000 to $30,000 monthly depending on site volume and service functionality.